Sustainable Business Planning & Strategy

This study material provides an in-depth analysis of sustainable business planning and strategy. It focuses on Tengri, a company known for its high-quality woolen products. Learn about their background, marketing mix, sustainable practices, and areas of improvement. Discover the importance of sustainable marketing and how Tengri has adopted premium pricing and sustainable principles in their business.

Running Head: SUSTAINABLE BUSINESS PLANNING & STRATEGY 0
TENGRI
19
Sustainable Business Planning &
Strategy
(Student Name)

SUSTAINABLE BUSINESS PLANNING & STRATEGY 1
Table of Contents
Background of Company.................................................................................................................2
Marketing Mix of Tengri.................................................................................................................2
Case and Synthesis of Theory..........................................................................................................3
Tengri Positioning Analysis............................................................................................................3
Sustainable Practices of Tengri.......................................................................................................4
Area of Improvement Required for Tengri......................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................6

SUSTAINABLE BUSINESS PLANNING & STRATEGY 2
Background of Company
Tengri is one of the foremost companies that are centered on the London winter fashion marque.
It is local, communal and global commercial that was own and whole established by the Nancy
Johnston in the year 2014. Tengri delivers variety of woolen product to their consumers that thru
the business more modest in the foremost market. They deliver fabrics, yarns, fibers they majorly
obtain their raw substantial from Mongolia and the foothills of Khangai. Tengri has adopted
transparent, sustainable and virtuous supply-chain in their business to deliver their product in
huge amount to the international market. They have expanded their business in the international
market that gives them new opportunities to target their customers in an operative and well-
organized way. The company is concerned vary their products into the lifestyle and fashion
articles. Their product is virtuously originals and ecological friendly (Tengri, 2019).
Marketing Mix of Tengri
Place: the company delivers their products through their own outlets and through the platform of
online. The fiber of the company is majorly manufactured from the country Magnolia due to the
reason of pure and high quality of fiber being purchased by the company. Moreover, for
distributing their product, the company has tied up with different companies that help in
enhancing their sales in the international market. They partnered with Savior beds to
manufacture the premium handmade sleep method. Tengri also associated with other company
such as Selfridges to produce the luxurious fibers in an operative manner (Li and Leonas, 2019).
Promotion: the company majorly targeted their consumers through the platform of online as well
as official websites. They have attractive official website in which the information about the

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company and their work are mentioned that help the company to spread awareness about their
product in an effective manner. The company also promoted their product through online sales
by offering their product with free shipping that attracts maximum number of consumers in an
effective manner.
Product: the company huge variety of woolen clothes both for men as well as women. The
woolen cloths are produced using 100% original yak wool. They deliver high quality product to
their consumers that keep their body warm as well as their product is soft as cashmere. The
company offer classic ribbed scarf, hand knitted throw, ribbed and weave socks, tuck stitch
beanie as well as hand knitted sweaters. Such products are breathable, anti-allergic, resist odor as
well as water with thermal regulating.
Price: the company offer high quality products to their consumers at premium price. Their price
of the products is high as comparison to the other companies that offer same kind of products in
the market. The price range of the company is started from 165 pounds to 175 pounds that is
considered as high price in the market. However, they also deliver quality product to their
consumers that compensate their products with price in an effective and efficient manner
(Trochev, 2017).
Case and Synthesis of Theory
Place Strategy
The company has adopted both B2B (Business to business as well as B2C (Business to
Consumers) strategies in their business to target their consumers at maximum level. the company
partnered with the Huntsman, Selfridges as well as Savoir beds that purchase bulk amount of

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fibers from the company in an effective manner. the company also sell their products directly to
consumers through the market with the high quality product.
Promotional Strategy
The Company has adopted digital marketing method to target their consumers. They target their
consumers through their offering discounts and products on their official websites as well as the
company also target their consumers through the process of online media such as Facebook,
Amazon, the company targets their consumers in an effective manner. They have adopted
Above-the-line as well as Below-the-line method to target their consumers (Kornoukhova,
2018).
Product Strategy
In the product strategy, the company targets their consumers by offering quality product to them.
they deliver eco-friendly products to their consumers with using green technology in
manufacturing process that motivate the company to adopt sustainable mean in targeting their
consumers in an effective manner. The product of the company helps in preventing pollution as
well as also does not affect the biosphere that helps in motivating towards maintain healthy
environment.
Pricing Strategy
In the business, Tengri has adopted premium pricing method. They offer their product at higher
prices to the consumers with high quality. They charged high prices from their consumers at
comparison to their other competitors such as Merino clothing that make the corporation little
less competitive in the marketplace. The prices of the business come under the range of 165-

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1950 pounds and the pricing of Merino clothing come under the range between 4-594 pounds.it
signify that the business Tengri has embraced strategy of premium pricing in their the UK
market (Barisitz, 2017).
Tengri Positioning Analysis
The company has maintained their business in the international market in an effective manner. It
is considered as one of the leading company in the international market the company is majorly
known for high price as well as high quality products. They deliver their products to those who
do not compromise with their price in front of quality. However, the company faced biggest
challenge with Premier Textiles as well as merino Wool Clothing as they are known doe low
price product with delivering high quality in the international market (Kuralbayev, Sevim and
Abishev, 2017).
Sustainable Practices of Tengri
Tengri has taken various steps toward maintain sustainable business in their company. The
sustainable marketing can be deliberated as the requirement and needs o the structural
stakeholders (Bonn, Cronin and Cho, 2016). Sustainable marketing is the processes in which the
investments are done by the company without harming the natural resources and it uphold the
environmental equilibrium (Masocha, 2018). Tengri is known for their sustainability in the
international market. They have adopted certain sustainable principles in marketing as they are
explained in below points:

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They maintained sustainable pillar and follow those pillar in an effective manner. The
company follows three sustainable pillars in their business such as economic,
environmental as well as social pillar in their business.
The company partnered with the sustainable partners in which they created different
partnership contracts as well as also builds the value of trust among them in an effective
manner.
The company also use innovative as well as sustainable approach in their business as they
make their annual sales of 1, 20,000 pounds to 1,50,000 pounds in their by-products.
They have adopted innovative approach for reducing the excess of wastage in an
effective manner.
Tengri has also interconnected with other sustainability community. They offer
employment opportunities to the academic students in their company as well as herders
of Magnolia.
The company used Green and sustainable technology in their business to maintain the
sustainable effectiveness in the company at greater level
Area of Improvement Required for Tengri
The company has embraced sustainable principles in their commercial to the certain extent. Still
there are certain are of development that is essential for the business to emphasis on. They are
explained in below points:
In the recent, the company uses the animal testing system in their business that is
considered as unethical approach that is adopted by the company. Therefore, it is required

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for the company to eliminate such process to maintain and earn goodwill and maintain
sustainable means in their business in an effective manner.
Moreover, it is required for the company to reduce the use of Angola fur in their products
as such fibers are not considered as naturally elastic. Therefore, the company is required
to use other fiber rather than Angora fiber in their business.
The company is required to focus on their marketing process while targeting their
consumers. They should establish referral program software to become proactive in the
social media marketing (Katrandjiev, 2016).
Conclusion
From the above analysis of the company it can be concluded that sustainable business plays an
essential role in the market. Tengri has adopted sustainable means in their business to target their
consumers. The company is well-knows for wool related products in which they cater variety of
products. The company has adopted sustainable marketing strategies that made their business
more competitive in nature. They deliver their product through different channels by partnering
with different companies. They promoted their product through website and other online
platform. The company has adopted premium pricing strategy in their business with offering
variety of products to the consumers. However, they lag in at certain points in adopting
sustainable which is highly required for the company to focus on and made their business wholly
sustainable.

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References
Barisitz, S. (2017) From the Migration Period to the Pinnacle of Nomadic Power: The Mongol
Eurasian Empire. In Central Asia and the Silk Road pp. 49-136
Bonn, M.A., Cronin Jr, J.J. and Cho, M. (2016) Do environmental sustainable practices of
organic wine suppliers affect consumers’ behavioral intentions? The moderating role of
trust. Cornell Hospitality Quarterly, 57(1), pp.21-37.
Katrandjiev, H. (2016) Ecological Marketing, Green Marketing, Sustainable Marketing:
Synonyms оr аn Evolution оf Ideas. Economic Alternatives, 1(7), pp.71-82.
Kornoukhova, G.G. (2018) Muslim Ethics and the Spirit of Capitalism: The Characteristics of
Islamic Entrepreneurship Development in the Russian Empire between the Nineteenth and Early
Twentieth Centuries. Social Evolution & History, 17(2).
Kuralbayev, A., Sevim, B. and Abishev, N. (2017) Econometrical Analysis of the Demand for
Entrance Tourism in Kazakhstan. International Journal of Economics and Financial Issues, 7(1).
Li, J. and Leonas, K.K. (2019) Trends of sustainable development among luxury industry.
In Sustainable Luxury, pp. 107-126
Masocha, R. (2018) Sustainable marketing practices and sustainable consumer behaviour of
tertiary students in South Africa. Journal of Economics and Behavioral Studies, 10(3), pp.248-
257.
Tengri. (2019) Uncompromising sustainable lifestyle [Online]. Available from:
https://www.tengri.co.uk/ [Accessed on 12/4/19]

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Trochev, A. (2017) Between Convictions and Reconciliations: Processing Criminal Cases in
Kazakhstani Courts. Cornell Int'l LJ, 50, p.107.
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