Sustainable Management and Marketing - Tengri

Running head: SUSTAINABLE MANAGEMENT
Sustainable Management and
Marketing
Tengri

SUSTAINABLE MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
Overview of Tengri................................................................................................................2
Vision of Tengri.................................................................................................................3
Mission of Tengri...............................................................................................................3
Marketing mix........................................................................................................................3
Product...............................................................................................................................4
Price....................................................................................................................................5
Place...................................................................................................................................6
Promotion...........................................................................................................................7
Positioning Analysis of Tengri...............................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

SUSTAINABLE MANAGEMENT 2
Introduction
In the present environment of development, the word ‘sustainable’ just not talk about being
green but by reducing the utilization of material and financial resources will help the planet
as well as increase the profit of the company (Cuculesk, Mircevska, and Petrovska, 2016). At
the services of Sustainable Marketing, the main core philosophy is to attain long-term
growth for business by optimizing the utilization of the resources of marketing through good
strategy and implementation (Hsiao, 2013). For every business, essential requirements
should be placed on constructing an organization with help of appropriate resources of
marketing and skills, to confirm high-performance marketing that provides outcomes and
attain long-term growth. Whether business possesses an internal team, a subcontracted
team, or mixture of both, organizing the team of marketing deliberately with the perfect
blend of ability sets appropriately fit the marketing type and growth stage of the business, is
serious. It permits business to make use of human and financial resources more
commendably (Noo-urai and Jaroenwisan, 2016).
This report will talk about the sustainable marketing used by a business i.e. Tengri to
prevent the rights of herder families in Mongolia and offer good quality of products at a
reasonable cost. The resources and strategies used by Tengri Company for successful
survival in the market will be discussed in this report. Besides this, the report will discuss the
positioning of the company in the market in comparison to its competitor.
Overview of Tengri
The idea behind establishing Tengri in the market was perceived by Nancy Johnston, who is
a social entrepreneur. She framed this idea when she was on a tour with her friends and
residing with herder people in Mongolia. Nancy was fascinated by the gentle and
intertwined connection between animals, land, and people, emerging a deeper knowledge
and respect for the connection between the herder people’s livings, their yaks, and the
Mongolian landscape (Tengri, 2018). This experience encouraged Nancy to establish Tengri.
Equipped with just as pen and wrapper of chocolate, she inscribed her first every business
plan in a faintly lit Ger. She went back to London, with the support of her savings and friends

SUSTAINABLE MANAGEMENT 3
in community development, business, fashion, product development, design, marketing,
and product development she introduced Tengri (Tengri, 2018).
Tengri is a brand of London, submerged in worldwide inheritance. It operates in Mongolian
yak fiber and but their material directly from the companies that signify around 4,500
nomadic herder families. In order to carry yak fiber of Mongolian in front of the worldwide
textile and fashion industries, Nancy established Tengri as a community business conjointly
with herders. This reflects that they have fair-trading, pay premium prices to the Mongolian
companies for their fibers and profits are shared which is part of their business model
(Tengri, 2018).
Vision of Tengri
The vision of Tengri is to become the leading company focused towards the development
and growth of Mongolian people. Offering best quality of fiber in the market is one of the
objectives of the company. Tengri was established when the founder got encouraged and
amazed by seeing the bond and relationship between people in Mongolian, which reflects
that company also want to spread the message of integrity and love among people by
selling its products in the market (Tengri Holding, 2018).
Mission of Tengri
The mission of the company is to offer best quality products designed with noble fiber.
Besides this, it wants to support herder’s families and Mongolian companies to increase
their income for attaining a good standard of living (Tengri Holding, 2018). 100% transparent
and traceable supply chain of Tengri confirms the reliability of yarns and garments, which
are obtained and produced honorably and sustainably (Tengri, 2018). The motive of the
company is to minimize the wastage and save the environment, therefore, it has adopted an
innovative approach of designing, and manufacturing innovative products made up of
valuable by-product fiber, to back the living of their suppliers (Tengri, 2018).
Marketing mix
The marketing mix is the set of tactics and actions that are used by the business to advertise
its products and services in the marketplace. The marketing mix is comprised of 4Ps i.e.
Product, Price, Place, and, Promotion (Richter, 2012). Based on the industry and the