Reference no: EM132102517

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.

Create a list of probing questions you would ask Mr. Kabasella if you were going to meet with him to help him specify (a) his manager’s decision problem and (b) research problems.

Please ignore the above question and answer the underlisted question.

Each student should make a comment on another student's post (point out any issues or give suggestions) and respond to other students' comments ?the student post can be found below.

Probing Questions by a student

1. Does your marketing strategy blend inbound and outbound marketing strategies based on location and demographics?

I would market research on people's choice in the downtown area of Columbus, Ohio and do investigation on literature review of the successful business of the area to identify proper marketing strategy.

2. Have you properly defined customer personas before developing product ideas for the target market/target group?

I would study about demographics of the location or customer base to figure out customer personas to define their newer needs and demands. I would also make depth interview of the people who are potential customers of the planned products.

3. What sets your business apart from existing competition in the business area?

To learn how to deliver unique market product to sets competition apart, I would do take help of focus group to brainstorm and develop ideas.