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Royal DSM Limited View this clip (4 mins) about a company called DSM https://www.youtube.com/watch?v=Il4pAC4G0tc Their website https://www.dsm.com/corporate/home.html DSM is a quintessential B2B company which is

Royal DSM Limited

View this clip (4 mins) about a company called DSM

https://www.youtube.com/watch?v=Il4pAC4G0tc

Their website https://www.dsm.com/corporate/home.html

DSM is a quintessential B2B company which is almost invisible to consumers.

Questions

1.Identify the current segments being addressed by DSM. What type of segmentation are they following? Would you recommend any changes to their segmentation strategy based on the macro-micro segmentation technique?

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