Question 1: Using your knowledge of B2B, describe from what you can observe, which segmentation approach Liebherr uses. As a component of your answer, make any recommendations or suggestions as to how this approach could be improved or refined.

Question 2; 10m: Liebherr, like many B2B organizations, is faced with a changing and fluid macro external environment. Identify a suitable framework for assessing this macro external environment (PESTLE- don’t use all factors, only relevant ones) 40m: Utilising the framework, evaluate the key factors or forces impacting the current and future success of the organization.