1. AXELOS. (2020). ITIL® 4: Drive Stakeholder Value. TSO (The Stationery Office).
Section 2.2.1
Markets: "A service provider needs to understand the market it operates in... This includes identifying the target customers for its services and the needs that the services will fulfil." This section emphasizes that for broad offerings
providers analyze the market as a whole
not just one organization.
Section 4.3.1
Designing the service offering: "A service offering may include goods
access to resources
and service actions... These offerings are designed to appeal to a target consumer group." This confirms that standard ("out-of-the-box") offerings are designed based on the aggregated needs of a target group
which are identified through market analysis.