Sustainability and Marketing: A Case Study of Tengri

Running head: SUSTAINABILITY AND MARKETING
Sustainability and Marketing
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1SUSTAINABILITY AND MARKETING
Executive Summary
This report discusses about the marketing principles as well as strategies that are being used
by the diverse business enterprises of the present times not only for the process of earning
a higher amount of revenue but at the same time to attain sustainability within the business
world as well. The report takes into consideration the case of the fashion organization
Tengri which was founded by Nancy Johnston. The organization within a very short time by
virtue of the effective marketing principles as well as strategies followed by it has been able
to gain a significant amount of success within the fashion industry of the United Kingdom.
The report begins with an introduction of the organization Tengri and discusses about the
marketing strategies and principles which it is using currently for the process of their
business in the fashion industry. The report takes into consideration the products that are
being offered by the concerned organization to the customers, the promotional strategies
followed by it, the distribution process used by them and also the pricing strategy followed
by them. Lastly, the reports concludes with a position analysis of the concerned organization
with respect to its competitors Anna Valentine and Ethical Threads and shows that the
effective marketing principles as well as strategies used by Tengri have enabled it to develop
a competitor edge over its competitors.

2SUSTAINABILITY AND MARKETING
Table of Contents
Introduction............................................................................................................................. 3
Tengri....................................................................................................................................... 3
Marketing Mix.......................................................................................................................... 4
Product.................................................................................................................................5
Promotion Strategies............................................................................................................5
Distribution of products....................................................................................................... 7
Pricing Strategy.................................................................................................................... 7
Position Analysis.......................................................................................................................8
Conclusion................................................................................................................................ 9
References..............................................................................................................................10

3SUSTAINABILITY AND MARKETING
Introduction
The increasing amount of competition within the business world has made it difficult
for the various business enterprises to sustain themselves in the business market of the
diverse nations of the world (Song et al. 2018). Furthermore, it is seen that the increased
amount of competition within the business world at the same time has much increased the
bargaining power of the customers and this is adversely affecting the prospects of the
various business enterprises of the present times (Jaworski 2018). The focus of the diverse
organizations of the present times is on the attainment of the process of sustainability so
that they can secure a position for themselves in the rapidly changing business world (Zeriti
et al. 2014). It is with this particular objective that the diverse organizations of the present
times utilizing various kinds of innovative marketing strategies and other tactics so that they
can attain not only attain a stable customer base but at the same ensure that they are being
to attain a continuous financial growth (Schmidt, Spann and Zeithammer 2014). This is
important from the perspective of the ever changing landscape of the business world.
There are various kinds of new start-up organizations which are establishing their
business venture with the help of diverse innovative business ideas and these new start-up
organizations pose a significant amount of threat to the already established business
enterprises which hold a monopoly in the business world (Taoketao et al. 2018). One such
business enterprise which has been able to attain a significant amount of success in the
recent times through the use of innovative business idea for the establishment of their
business venture is the United Kingdom based organization Tengri. This report will discuss
about the concept of marketing management and strategies in the light of the marketing
strategies used by the UK based Tengri. The report will at the same time discuss about the
market position of the concerned company in respect to its various competitors within the
fashion industry.
Tengri
The idea for the business organization of Tengri was first conceived by its founder
Nancy Johnston during one of her social trips to the nation of Mongolia with her family
members and friends (Tengri 2018). The social bond that the nomadic people of the