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Read the Case Scenario: Kinshasa Abroad—African Cuisine and Culture(below)


Case Scenario

YoulouKabasella ownedandoperated a restaurantandnightclubinKinshasa,Zaire,fornearly14years.Therestaurant’smenuwasfilledwithpopulardishesanddrinksfromtheregion.Inadditiontohisfoodandbev-erageservices,Mr.KabasellaprovidedadancefloorandliveZairian/Congoleserumbaandsoukousmusic.WhilethepopularityofmostmusicalstylesinAfricawerelargelyconfinedtospecificcountriesorregions,  rumbaandsoukouswerepopularthroughouttheAfricancontinent.

Anticipating  increased  political  turmoil,  Mr. KabasellaandhisfamilyleftZairein1995andendedup livingwithrelativesinDayton,Ohio.Soon  thereafter,theymovedtoColumbus,Ohio,wherehe  worked  oddjobstomakeendsmeet.AColumbusbusinesspersonbefriendedhimandofferedtoloanhimthecapital necessary   to   establish   a   new   restaurant.    In    2003,Mr.KabasellaopenedKinshasaAbroadinthedowntownareaofColumbus.Likehisformerrestaurant,ithasa dancefloorandfeaturesZairian/Congoleserumbaandsoukousmusic.Onmostnights,  recorded  music  from thetopartistsofthegenreisplayed.Thereare,however,afewCongolese  bands,  suchasTabu  LeyRochereau  & OrchestraAfrisaInternational andLesQuatre  Etoiles(TheFourStars),  that  occasionally  tour  the  UnitedStates  and  as  a  favor  to  their  fellow   countryman(Mr.Kabasella) playatKinshasa Abroad  wheneverthey areinthearea.Acoverof$10ischargedwhenthereareliveacts,butthereisotherwisenocovercharge.Theres- tauranthas20quads  (tables  forfour),15deuces  (tables fortwo),andlargerpartiescanbeaccommodatedbypushingtablestogether.

Mr.Kabasellaandhiswifeprepareandserveavariety of   African   entrees.   Some   of   their   specialties   include

PeanutStew,BeefandGreensinPeanutSauce, MuambaNsusu(Congochickensoup),MalayCurry(stewedlambinacurrysauce),SamakiwaKupaka(grilledfishinacoconut-tamarindsauce),NyamaChoma (roastedspare  ribsseasonedwith curry),andLibokedePoisson(fishinbananaleaf).TheentreesareaccompaniedbyvariousAfricansidedishessuchasPlantainsinCoconutMilk,BatondeManiocandChikwangue(madefromcassavatubers),Irio(peas,pota- toes,corn,andgreens),Maharagwe(redbeans),andMbaaziwaNazi(pigeonpeasincoconutmilk).TheKabasellasalsoserveavarietyofsoftdrinksimportedfromAfricaalongwiththeusualAmericanbeveragesfoundincasualdiningrestaurants.

When  contemplating   opening   the   restaurant,Mr.Kabasellahadpredicteditwouldgenerateimmedi-ate interestduetotheculturaldiversityintheColumbusarea.Moreover,becauseoftherestaurant’sproximitytoOhioStateUniversity,hethoughttherewouldbeahighlevelofawarenessandinterestinAfricancuisineandmusic.Despitehisoptimism,andtheadsheregularlyplaces in local and schoolnewspapers,Mr. Kabasellahasbeendiscouragedbythefactthatcustomerturnoutandrevenuehavebeenfarshortofwhathadbeenprojected.


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


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.

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