1. How would you recommend DHL to address those challenges?

Since customer behaviour is dynamic and ever-changing, it is critical for DHL to keep up with
the market's ever-changing trends to guarantee that its goods and services do not become
obsolete.
Refreshing segmentation every three to six months and ensuring that the current business
strategies for each segment are adequate is one technique to handle segmentation stability.
During this time, DHL must coordinate all departments to ensure that all operations are in line
with the new segmentation plan.

Because DHL's deployment of consumer segmentation necessitates continual data collecting

and monitoring of industry trends, marketing research skills is necessary. As a result, DHL may
delegate duty to its market research division or a comparable department inside the company.
DHL might also outsource the process to companies that specialise in marketing research and
analysis. The analysis' findings can subsequently be applied in the core system.

To overcome this issue, a more detailed investigation at the individual level is required. To put
it another way, DHL should strive to break down its customers' wants and expectations into
more categories in order to better serve them. DHL may also enlist the assistance of a Business
Intelligence tool and decision analytic, in which complex software is used to evaluate enormous
amounts of data in order to find common consumer traits and further categorise them into
segments.