Strategic Marketing Analysis of Circles.Life in Singapore

This report provides an in-depth analysis of Circles.Life, a Singapore-based telecommunications company. It examines the company's history, development, and growth within the industry, highlighting its innovative marketing strategies. The report discusses Circles.Life's use of the M1 network, its introduction of the CirclesCare app, and its competitive data plans. Furthermore, it delves into the company's marketing tactics, including installment phone purchasing, bonus data offers, and celebrity endorsements. The report also includes a VRIN analysis (Value, Rareness, Imitability, Non-substitutability) to assess the company's competitive advantages and resources. Finally, it concludes with an overview of Circles.Life's strategic positioning and future prospects within the telecommunications market.

Running head: STRATEGIC MARKETING
Strategic Marketing
Name of the Student
Name of the university
Author Note

1STRATEGIC MARKETING
Abstract
The following assignment deals with the various strategies by the Singapore based
telecommunications industry named Circles.Life. This organization has been able to gain its
popularity in a short period of time. The various aspects of this company like its history, growth
and development in the telecommunications industry have been discussed here.
Keywords
Circles.Life, Marketing strategy, CiclesCare, Data plans.

2STRATEGIC MARKETING
Table of Contents
Introduction......................................................................................................................................3
History.............................................................................................................................................3
Development and growth.................................................................................................................3
Marketing strategies.........................................................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

3STRATEGIC MARKETING
Introduction
The following assignment is about the organization CirclesLife in Singapore. They
operate in the telecommunications industry and they are a relatively new organization founded in
2014. The history, development and growth of this organization have to be discussed in this
paper.
History
CirclesLife operates in the telecommunications industry where they provide leverages to
the mobile network of the M1 limited. This organization operates under the parent organization
of the Liberty Wireless Private ltd (Circles.life 2017). The company Liberty Wireless had signed
the post paid agreement with M1 limited which is considered to be the first one within its
domain. Thus, Liberty Wireless had the ability to provide the voice, messaging and data services
to its customers. They have been registered as the first full time mobile network operator in the
country of Singapore as they are the Mobile Virtual Network Operator (MVNO). This is how
they have gained the attraction of their target customers (Circles.life 2017).
Development and growth
As it is important for every organization to grow and develop to expand its market to get
more profits, CirclesLife has done the same too (Sallai 2012). The basic coverage that they
provide through their services is the 4G+ services to the customers of more than 99% who
belong to the coverage of M1. This also adds to the monthly based mobile data plans that targets
at the customers who are much more likely to be called as internet savvy. They are one of the
strongest consumers in the Singapore market. Another tool for the growth of this company lies in

4STRATEGIC MARKETING
the introduction of their mobile application CirclesCare. This app allows the customers to get a
customized plan.
In these ways, they have gained the market popularity over their competitors by giving
the customers enough reasons to trust on their products and services. The customers can
undertake a number of activities through using this app (Sallai 2012).
Marketing strategies
Some other important marketing strategies for the company include the 0% interest rate
installment phone purchasing charges (Pehrsson 2012). The strategies by which they had entered
the new target segments are with offering the customers to get free bonus data on certain
occasions. This would prove their customer loyalty (Khan 2012). They made their publicity by
offering 20 GB 4G+ data to the customers at just $20 where they had involved many famous and
popular Singaporean celebrities. Thus they have earned their spot in the new markets and their
growth has been sustained (Pehrsson 2012).
Company strength of CirclesLife
The company strength of the company is increasing in the recent times. The plans they
have introduced in the past few years have really attracted the customers at a great extent. It was
some years ago that the company had identified that there were numerous cases of customer
dissatisfaction because of their lack of flexibility in plans and their lack of choices (Martin and
Heinonen 2013). Their number of market shares and amount of profit has really increased a good
deal in the recent times. This has increased the customer base of the company as well since they
have put their focus on reaching the customers with exclusive beneficial products.

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VRIN analysis
The four components of the VRIO analysis are Value, Rareness, Imitability and Non-
substitutability (Cardeal and Antonio 2012).
Value
CirclesLife has a great value in the telecommunication industry in Singapore. The
customers of the company are much satisfied with their services and it gives them a good
competitive advantage over their rivals in the industry. They have provided the services at a
cheaper rate than their competitors and this has attracted them in great many ways.
Rareness
They have provided their services at such a rate that this has been very useful for the
customers. The resources they use for providing these services are very rare in the market and
they can retain their competitive parity through this rarity (Cardeal and Antonio 2012).
Imitability
The mobile data plans they provide to the customers can be imitated if the other
companies have the same kind of financial sustainability. However, they have a better financial
sustainability than tjeir customers and it will be foolish for their customers to imitate their data
plans and face the loss (Cardeal and Antonio 2012).
Non-substitutability
The company is much organized so that it can capture the added values from the
resources. The management system, policies, organizational structure and culture is much
organized and designed to achieve the excellence (Kaufman and Guerra-Lopez 2013).

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Resources Value Rareness Imitable Non-
substitutable
Result
Relationship
with Liberty
Wireless
Private limited
Y Y N N Temporary
competitive
advantage.
Conclusion
It can be said at conclusion that Circles.Life has adopted some clever tactics to sustain
their growth in the industry and they have entered new markets by using some smart strategies.
They can dominate the industry in the future with an effective mobile network and lucrative
internet data offers.

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References
Cardeal, N. and Antonio, N.S., 2012. Valuable, rare, inimitable resources and organization
(VRIO) resources or valuable, rare, inimitable resources (VRI) capabilities: What leads to
competitive advantage?.
Circles.life. 2017. Circles.Life. [online] Available at: https://www.circles.life/ [Accessed 23 Aug.
2017].
Kaufman, R. and Guerra-Lopez, I., 2013. Needs assessment for organizational success.
American Society for Training and Development.

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Khan, I., 2012. Impact of customer satisfaction and retention on customer loyalty. International
Journal of Scientific & Technology Research, 1(2), pp.106-110.
Martin Strandvik, T. and Heinonen, K., 2013. Diagnosing service brand strength: customer-
dominant brand relationship mapping. Journal of Service Management, 24(5), pp.502-519.
Pehrsson, A., 2012. International Strategies in Telecommunications: Models and Applications.
Routledge.
Sallai, G., 2012. Defining infocommunications and related terms. Acta Polytechnica
Hungarica, 9(6), pp.5-15.