case 4 Kinshasa Abroad-African Cuisine and Culture (B) Youlou Kabasella and his
ID: 379480 • Letter: C
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case 4 Kinshasa Abroad-African Cuisine and Culture (B) Youlou Kabasella and his wife opened a restaurant in Apart from the above questions, there is the issue of Columbus, Ohio, called Kinshasa Abroad. The underly- the perceived quality of the menu items at Kinshasa ing concept is to provide a unique African cultural expe- Abroad. In particular, have previous patrons been satis rience in terms of cuisine, music, and atmospher Mr. Kabasella had expected e. fied with their dining experiences? Also, how satisfied immediate success due to were they with the atmosphere? What has motivated versity in the area and proximity to Ohio previous patrons to try Kinshasa Abroad? Have they een motivated by cultural curiosity, a more basic search b nue have fallen well short of his projections. He is seek- for novelty, or something else? Was this a one-time-only ing guidance from a consultant as to how marketing experience, or do they see Kinshasa Abroad as a viable State University. However, customer turnout and reve- research might help him understand why performance dining alternative in the future? has been below expectations and identify some possible At a broader level, what are people in the area seek- ing when they dine out on different occasions? What types of food and entertainment are they seeking when wavs to turn around performance Bill Christianson returned to his office after his initial meeting with Mr. Kabasella at Kinshasa Abroad. He felt they go to restaurants on these occasions? Does confident that Mr. Kabasella had answered his questions Kinshasa Abroad provide an experience that is consistent honestly and comprehensively. However, he was less with what is being sought on any of these occasions? confident that the client's perspective alone was a suffi- What changes might Kinshasa Abroad consider in its cient basis for formulating the marketing problem. As he concept to make itself more attractive to consumer reflected on the meeting, he began to create a list of questions he had about what might account for the lack- groups in Columbus, Ohio? These questions and more kept swirling around in Bill's mind as he tried to identify Kinshasa Abroad's underlying marketing problem(s). Becaus at the meeting with Mr. Kabasella, Bill shared his thoughts with you and asked luster performance of Kinshasa Abroad It is clear that Mr. Kabasella is not pursuing a well- defined market segment, but that is probably true of area, perhaps even of some that most restaurants i successful. But whats inclined to frequent Kinshasa Abroad? What Would these same groups would be most interested in African food and beverages? be the ones most interested in can music? Are there groups interested in dancing in Questions umer groups (possible target markets) ertising messages newspapers are so general in nature. What have 3. Sort through the issues Bill Christia s project? ey have seen th le comes to min Atrican food, African beverages, or African music? Are Il consistent with what the food, bev nong consumers who e not tried Kinshasa Abroad, what would their reac- tons be if they sampled African food, beverages, or nusic? Are there more effective ways to communicate es inte s would be more appro- priately investigated with focus group interviews? crages, and music are really like? Am 4. Create a list of open-ended questions you would propose using in the depth interviews to capture the insights necessary to more precisely define Kinshasa Abroad's marketing problem(s) Create a list of open-ended questions a focus group moderator could use to guide participants through a discussio insights concerning Kinshasa Abroad's marketing problem(s) 5. f an African restaurant to people in Ohio? e there some "hot button" advertising themes that could be employed if Mr. Kabasella be rtain consumer groups hat might generateExplanation / Answer
Ans1 : The target consumer groups that can be studied by research methods include student community residing in areas nearby the University looking for a fun place that has good dining accompanied by great music of different kind and ambience to hang around and enjoy. Other groups may be from African American communities looking to trace their cultural roots and find similarities with their music and food, while establishing an emotional connect. Other groups may include adventurous people looking for different kind of dining experience
Ans 2: Secondary sources of information may include articles from local press, kind of customer reviews received and shared on social media, travel and lifestyle blogs, ratings by experts on various relevant sites and forums, reviews on sites like tripadvisor, student journals from the university to name a few.
Ans 3: Not targetting the right customers and not being able to communicate right to the target groups are potential reasons for the issue. There may be reasons like the food not being of the kind the target population is used to or could not relate their music to the African music, or the customers finding the idea a mismatch with their expectations, or they may not have got what they came for. It is also possible that the chefs may not have mastered the authenticity of African food, and it may have miffed the food connoisseurs hoiping to find a great African experience.
The target groups may be interviewed to find more insights about the restaurant living up to their expectations and perceptions, Group interviews will be ideal for student groups, ethnic African groups and fun loving youngsters coming to hang around. In depth interviews will be helpful with Food critics, African cuisine specialists, travel and food bloggers, famous native Africans etc
Ans 4:
1. How well does the restaurant environment depict the essence of real African experience.
2. What kind of food do you expect from a restaurant offering African food.
3. How do you find a song and dance sequence while dining.
4. What attracts you the most in this restaurant.
5. What puts you off in this restaurant.
6. How do you compare this restaurant to the other ones established on the regional themes.
7. If you have to change two things about this restaurant, what will they be.
8. What are two best things about this restaurant.
9. What part of African culture do you miss in this restaurant.
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