Directions for completing this assignmentRead the Case Scenario.docx
- 1. Directions for completing this assignment Read the Case Scenario: Kinshasa Abroad—African Cuisine and Culture(below) Case Scenario YoulouKabasella ownedandoperated a restaurantand nightclubinKinshasa,Zaire,fornearly14years.The restaurant’smenuwasfilledwithpopulardishesand drinksfromtheregion.Inadditiontohisfoodandbev- erageservices,Mr.Kabasellaprovidedadancefloorand liveZairian/Congoleserumbaandsoukousmusic.While thepopularityofmostmusicalstylesinAfricawere largelyconfinedtospecificcountriesorregions, rumba andsoukouswerepopularthroughouttheAfrican continent. Anticipating increased political turmoil, Mr. KabasellaandhisfamilyleftZairein1995andendedup livingwithrelativesinDayton,Ohio.Soon thereafter,theymovedtoColumbus,Ohio,wherehe worked
- 2. oddjobstomakeendsmeet.AColumbusbusinesspersonbefriendedhi mandofferedtoloanhimthecapital necessary to establish a new restaurant. In 2003,Mr.KabasellaopenedKinshasaAbroadinthedowntownareaof Columbus.Likehisformerrestaurant,ithasa dancefloorandfeaturesZairian/Congoleserumbaandsoukousmusic .Onmostnights, recorded music from thetopartistsofthegenreisplayed.Thereare,however,afewCongoles e bands, suchasTabu LeyRochereau & OrchestraAfrisaInternational andLesQuatre Etoiles(TheFourStars), that occasionally tour
- 3. the UnitedStates and as a favor to their fellow countryman(Mr.Kabasella) playatKinshasa Abroad wheneverthey areinthearea.Acoverof$10ischargedwhenthereareliveacts,butther eisotherwisenocovercharge.Theres- tauranthas20quads (tables forfour),15deuces (tables fortwo),andlargerpartiescanbeaccommodatedbypushingtablestog ether. Mr.Kabasellaandhiswifeprepareandserveavariety of African entrees. Some of their
- 4. specialties include PeanutStew,BeefandGreensinPeanutSauce, MuambaNsusu(Congochickensoup),MalayCurry (stewedlambinacurrysauce),SamakiwaKupaka (grilledfishinacoconut-tamarindsauce),Nyama Choma (roastedspare ribsseasonedwith curry),and LibokedePoisson(fishinbananaleaf).Theentreesare accompaniedbyvariousAfricansidedishessuchas PlantainsinCoconutMilk,BatondeManiocand Chikwangue(madefromcassavatubers),Irio(peas,pota- toes,corn,andgreens),Maharagwe(redbeans),and MbaaziwaNazi(pigeonpeasincoconutmilk).The Kabasellasalsoserveavarietyofsoftdrinksimported fromAfricaalongwiththeusualAmericanbeverages foundincasualdiningrestaurants. When contemplating opening the restaurant, Mr.Kabasellahadpredicteditwouldgenerateimmedi- ate interestduetotheculturaldiversityintheColumbus area.Moreover,becauseoftherestaurant’sproximityto OhioStateUniversity,hethoughttherewouldbeahigh levelofawarenessandinterestinAfricancuisineand music.Despitehisoptimism,andtheadsheregularly places in local and schoolnewspapers,Mr. Kabasellahas beendiscouragedbythefactthatcustomerturnoutand
- 5. revenuehavebeenfarshortofwhathadbeenprojected. Task: recording a formal oral presentation in Microsoft© PowerPoint©. Build a 7-slide audio visual presentation answering the following marketing research problems listed below. 1. Include a Title Slide 2. If you were to serve as a research consultant for Mr. Kabasella, what information would you need to enable you to help him diagnose his marketing problem(s)? 3. Construct a slide that explains the value of problem definition in the marketing research process for this case. 4. Propose how to create/define a research problem to assist marketing research for this case. 5. Incorporate how the interpretation of a problem definition stimulates critical-thinking and secures required information. 6. Create a list of probing questions you would ask Mr. Kabasella if you were going to meet with him to help him specify (a) the manager’s decision problem and (b) research problems. 7. Reference slide Presentation Format -In Microsoft© PowerPoint©. -Create one slide for each of the decision problems above (a-f). -Use Microsoft© PowerPoint© narration tool to create a audiovisual presentation.