Sustainable Management and Marketing

Sustainable management and marketing
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Sustainable marketing 1
Contents
Introduction......................................................................................................................................2
About Tengri................................................................................................................................2
Background of case..........................................................................................................................3
Explanation of the case....................................................................................................................3
Marketing mix.............................................................................................................................3
Product strategy.......................................................................................................................3
Pricing strategy........................................................................................................................5
Place/distribution strategy.......................................................................................................5
Promotion strategy...................................................................................................................6
Principles of sustainable marketing.............................................................................................6
Analysis of the situation..................................................................................................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Sustainable marketing 2
Introduction
The aim of the report is to throw light on the Sustainability and Competitive Advantage with
support of marketing Mix theory. The company on which the report has been prepared is Tengri
that is based in London. The analysis of the different marketing tools that have been used by the
company for managing the sustainability and competitive advantage is discussed. Further, these
strategies contribute effectively in promoting the product and setting the position in the market.
Moreover, the report will reflect the linkage between the marketing and principles of
sustainability.
About Tengri
Tengri is London based immersed in the global heritage. The idea behind the Tengri was
regarded when people were roaming with friends and keep on with their relatives present in
Mongolia. This was found by friends that Khangai yak, is an indigenous wild species that is
majorly available in the highlands of the Khangai of western Mongolia can support the nomadic
way of living the life (Tengri, 2018). The major founder of the company is Nancy Johnston who
takes the necessary decisions for the company. In London, the friends used the modest savings
with the support of friends in fashion, design, community and growth they created the business
with the dedicated sustainable luxury.

Sustainable marketing 3
Background of case
Tengri Company makes use of the marketing mix which helps them in combining the factors that
can be controlled by the company with the motive to influence the consumers so that they
purchase their products (David, 2011). The marketing mix is referred to as the four broad levels
of marketing decisions which majorly include product, price, promotion and place. These
decisions of the Tengri are discussed that helps the company in managing sustainable marketing.
The sustainable marketing is the environmentally and socially accountable marketing that
encounters the desires of the customers and corporate by persevering or improving the capability
of the upcoming generation to meet their desires (Frynas and Mellahi, 2015). All the decisions
are taken by the company with the motive to manage the sustainability principles with the needs
of the customers.
Explanation of the case
This section of report includes detail applicability of the marketing mix theory on Tengri
Company with the strategy that is adopted by the company for m anaging the sustainability.
Marketing mix
This theory is considered as the crucial tool that helps in understanding the products or services
and how to plan for the effective product offering. The 4 P’s of marketing are price, product,
promotion and place (Grant, 2016).
Product strategy
The product is tangible goods or intangible services that can encounter the needs of the
customers (Baker, 2014). The major product that is offered by the Tengri includes the Khangai