Sustainable Management and Marketing

Running Head: SUSTAINABLE MANAGEMENT AND MARKETING
SUSTAINABLE MANAGEMENT AND MARKETING
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1SUSTAINABLE MANAGEMENT AND MARKETING
Table of Contents
Introduction......................................................................................................................................2
Marketing Mix.................................................................................................................................2
Product.........................................................................................................................................2
Promotion....................................................................................................................................3
Place.............................................................................................................................................3
Pricing..........................................................................................................................................3
Theoretical explanation...................................................................................................................4
Product strategy...........................................................................................................................4
Promotion strategy.......................................................................................................................4
Distribution strategy....................................................................................................................4
Pricing strategy............................................................................................................................4
Market positioning...........................................................................................................................5
Sustainable marketing principle......................................................................................................6
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

2SUSTAINABLE MANAGEMENT AND MARKETING
IntroductionHouse of Tengri is one of the popular London based clothing design company with high
level craftsmanship and unique design of its dresses. The founder of Tengri, Nancy Johnston,
belongs to the Asian-American culture identified the potential use of far of Khangai Yak of
Mongolia in wardrobe fashion (tengri.co.uk 2019). The company was established in 2014 but
got fame within a year because of its different and unique type of wardrobe collections. The
raw materials are directly coming from Mongolia and obtains different products in the category
of fibres, yarns and fabrics. Moreover, the company likes to shape its supply chain more
transparent in order to get high level of raw materials and expand the market effectively. Most
of the products that
House of Tengri offers are 100% natural and environmental friendly. As a
result of that it helps the organisation to establish a better market capitalisation in UK.
In this regard, this report is going to find out the possible advantageous and challenging
factors that
House of Tengri is facing in order to bring more efficacy into the business
orientation. Therefore, different tools are used to identify the existing market of Tengri such as
marketing mix, brand positioning map and the sustainable marketing principles that will help
the organisation to make progress further.
Marketing Mix
Product
A wide range of woollen clothes are offered by
House of Tengri for both men and
women. Most of the products are made of 100% original yak wool and extremely warm and
comfortable (tengri.co.uk 2019). The craftsmanship and the exclusive design of the products
are also provided strategic advantage for the organisation in doing business in a high
competitive wardrobe and clothing market of UK (Theresident.co.uk 2014). As per the website
of
House of Tengri, the organisation belongs to the luxury goods industry with cutting edge
textile technologies that will bring a unique product value and position into the UK market.