The organization's goal is to improve engagement with a specific demographic (young consumers) using a new digital channel. This is fundamentally a strategy aimed at increasing customer and market relevance. To successfully execute this strategy, the organization must have the internal capabilities to manage the platform, create content, and interact with consumers effectively and efficiently. This internal capability is operational excellence. Therefore, the primary strategic focus is on achieving customer and market relevance, which is supported and enabled by a foundation of operational excellence.

A. Ecosystem disruption supported by operational excellence: The primary goal is engagement, not necessarily disrupting the entire market ecosystem. Disruption may be a side effect, but it is not the stated strategic focus.

B. Market relevance supported by ecosystem disruption: While market relevance is a correct focus, "ecosystem disruption" is not the necessary supporting element. The support comes from the organization's internal capabilities (operational excellence).

D. Operational excellence supported by customer and market relevance: This inverts the strategic relationship. Operational excellence is a means to an end; it enables the achievement of business goals like market relevance, not the other way around.

1. AXELOS. (2020). ITIL® 4: Digital and IT Strategy. TSO (The Stationery Office).

Section 4.2, "Digital positioning": This section explicitly states, "A digital organization’s position is defined by two key aspects: customer/market relevance and operational excellence." It further explains that strategy must address how the organization will achieve its desired position in relation to these two aspects. The scenario's focus on engaging consumers directly relates to improving customer/market relevance, which must be supported by the operational ability to deliver.

Section 4.2.1, "Customer/market relevance": This section details how organizations must understand and address customer needs to remain relevant. Using a social media platform to engage young consumers is a direct application of this principle.

Section 4.2.2, "Operational excellence": This section describes operational excellence as the core capabilities that enable an organization to deliver its products and services effectively. This is the necessary support for any customer-facing strategy.