Exam PMP topic 1 question 1387 discussion

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A retail company identifies that it is losing sales because customers are not promptly informed about promotions and sales points. The company needs to react quickly. A project charter is created along with requests to develop a mobile application for the customer. The marketing department has a long list of features to add to the application, but there are no specifications.

Considering the objective to deploy customer value, which project life cycle approach should be chosen?