The document outlines a case scenario of Mr. Kabasella, who owns Kinshasa Abroad, a restaurant and nightclub in Columbus, Ohio, featuring African cuisine and music. Despite optimism regarding interest due to cultural diversity and proximity to Ohio State University, customer turnout and revenue have been disappointing. The assignment includes creating a 7-slide presentation to diagnose Mr. Kabasella's marketing problems and suggest research strategies.

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.