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1. Vodafone is a major player in the global mobile communications industry, owning and operating mobile networks in 26 countries. Vodafone started off as a mobile voice and data service provider. However, currently they also offer fixed line broadband. In early 2017, Vodafone New Zealand had a market share of around 38% in New Zealand. Vodafone NZ's broad target market has been anyone who would benefit from using a mobile phone for voice and data communication. Competition in the mobile communications industry is cut-throat, and Vodafone regularly introduces new offers and unique plans to attract new customers and stand apart from its competitors. They also sponsor a number of rugby teams such as The Vodafone Warriors, BNZ Crusaders, Gallagher Chiefs and The Hurricanes, which helps them market the Vodafone brand.

a) Identify and describe the three levels of strategy.

b) Explain Vodafone's strategy choice within each of the three levels of Strategy.

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