A perfect storm: The macro forces impacting global companies. In business, everything changes, everything evolvesyet nothing can compare to the levels of disruption and uncertainty leaders are facing in 2020. Even before the coronavirus (COVID-19) pandemic, a variety of political, economic, social, environmental and technological factors were percolating, creating a perfect storm for disruption. These macro forces continue to challenge the ways organizations think about doing business, raising many questions about what the new normal will look like when the dust settles. With this in mind, its understandable that many organizations are struggling. How do you plan for the future with so many unknowns? How do you prioritize when so many external forces can reshape your business in the blink of an eye? How do you stay focused when the pace of change potentially requires your business to change tack with little or no warning? As we will discuss, in order to bounce back, businessesand the finance function more specificallyneed to fundamentally change how they operate. Its important to state that this new operational challenge is not solely a result of Covid-19. The winds of change have been coming for a while, but it often takes a significant event to drive such a fundamental shift. Businesses must look hard at their level of agility and ability to react quickly to change, and revisit relationships with stakeholdersfrom employees and customers to shareholders. Finally, organizations must plan and scale for the future, positioning themsel

QUESTION 2 (10 Marks) From the case study provided it is evident that the macro environment has a major impact on global companies. However, it is vital for these global companies to select the correct market segmentation as failure to understand the market and its nature can be detrimental to the company its brand and product. As the marketing director for a global company. Outline the three (3) major steps you would apply in market segmentation and provide an explanation for each step.