An organization provides services to businesses and private customers, it is now reviewing.

What markets do we serve? is the best question to support the objective of ensuring that the strategy sufficiently addresses the external perspective. It helps to understand the current and potential customers, segments, needs, expectations, and preferences of the markets that the organization operates in or wants to enter. It also helps to identify the opportunities, threats, and trends in the external environment that can affect the organization’s strategy. References: ITIL 4 Leader: Digital and IT Strategy, page 7-8