Article
Youlou Kabasella owned and operated a restaurant-nightclub in Kinshasa, Zaire for 14 years. He left his country in 1995 to escape political turmoil and emigrated to Ohio where he initially worked odd jobs. In 2003, a businessperson loaned him the necessary capital to open Kinshasa Abroad in the downtown area of Columbus, Ohio. The restaurant has an African décor and ambience as well as a dance floor. Recorded African music is played most days, but occasionally live African bands are featured. Authentic African entrees and beverages are served daily.
Mr. Kabasella anticipated strong immediate interest in Kinshasa Abroad due to the cultural diversity in Columbus, and its proximity to Ohio State University which draws students from around the world, including Africa. Although he has regularly placed ads in the local and school newspapers, he has been disappointed by turnout and revenue outcomes.
If you were to serve as a research consultant for Mr. Kabasella, you need to get information to enable you to help him diagnose his marketing problems.
Question
Each student should make a comment on another student's post (point out any issues or give suggestions).
student post can be found below
A) What are your weekly sales, and which days of the week are the most busy for the business?
Interview
Have you thought of ways to save money for the business in areas that will not affect sales?
Interview
Is the location easy to get to, if so is the location in a safe area that is well lit and close to transits?
Interview/research
B) I see there are advertisements you post in the paper, have you considered social media websites?
Interview
College students are usually on budgets, do you have specials during the week and weekends?
Interview
Have you considered surveying the area about what types of African foods they may be interested in trying, take samples to local office businesses and campus to try the foods and peak interest.
Interview/Survery