Sustainable Management and Marketing

Running head: SUSTAINABLE MANAGEMENT AND MARKETING
Sustainable management and marketing
Name of the student
Name of the university
Author note:

2
SUSTAINABLE MANAGEMENT AND MARKETING
Table of Contents
Part 1................................................................................................................................................4
Introduction......................................................................................................................................4
Figure No 1: Sustainable Marketing Policies of Tengri..................................................................5
Background of the case....................................................................................................................6
Marketing Mix of the Organization.................................................................................................6
Explanation of the case and Synthesis.............................................................................................7
Product Strategy...............................................................................................................................7
Promotion Strategy..........................................................................................................................8
Distribution Strategy........................................................................................................................8
Pricing Strategy...............................................................................................................................9
Part 2..............................................................................................................................................10
Analysis of the Situation................................................................................................................10
Positioning Analysis of the Company...........................................................................................10
Demonstration of the Body of Knowledge....................................................................................12
Sustainable Marketing Principles followed by Tengri..................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendices....................................................................................................................................17

3
SUSTAINABLE MANAGEMENT AND MARKETING
Appendix 1.....................................................................................................................................17
Figure No 2: Sustainable Practices of the Company.....................................................................17

4
SUSTAINABLE MANAGEMENT AND MARKETING
Part 1
Introduction
The following report is based on the study of Tengri, the fashion start up based in the
United Kingdom. The report has been prepared in order to study the marketing essentials of
the company and the different ways by which the company promotes itself and implements
their strategy accordingly. Tengri is perhaps the only fashion brand of the world that markets its
products in the most sustainable manner with the least environmental degradation and also
without any harm to the animals (tengri.co.uk 2019). Founded by Nancy Johnston an
entrepreneur, Tengri is based on a fair-share deal in partnership with the Nomadic group of
Mongolian herders and the company. The profits of the business are shared in between the
management of the company and the Mongolian herders to ensure the steady growth of both
the organization as well as the Mongolian community (tengri.co.uk 2019). The business was
started based on a relatively simple model but now it has grown much larger with an even
better scope. The company which started in partnership with just 300 herders at the time of its
establishment now boasts of around 1500 different herders in its business sharing model.
The management of the company has created a direct supply chain with the herders
that ensure a safe and secure approach for them towards the environment. Though the quality
of the products are quite similar to that of the products produced in the Himalayan region, the
absence of any kind of animal atrocities and sensible environmental behaviors provides a
certain degree of competitive advantage to the products of Tengri (tengri.co.uk 2019). The
sensible and supporting role played out by the management of the fashion brand has
influenced the Mongolian Government to return a portion of favor to the Company by granting
different lands for the Yaks to graze about which was earlier not provided to the local farmers.
The vision of the company is to ensure the sustainability and future progress of the Company,
whereas its mission of the organization is to present itself as one of the best environmentally
sustainable and unique fashion brand. Apart from this the management of the company also
aims to research and develop innovative ways and ideas that aims to create new yarns and
fabric from Yak noble fiber and also include the use of a range of different green technologies