Sustainable Marketing and Management

Sustainable Marketing and
Management
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Table of Contents
Introduction.................................................................................................................................................2
Marketing Mix of the Organization.............................................................................................................2
Explanation of the Case and Synthesis with Theory....................................................................................3
Marketing Positioning Analysis....................................................................................................................4
Principles of Sustainable Marketing followed by the Organization.............................................................5
Areas of Improvement by the Organization................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

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Introduction
Tengri is a top collective and luxurious fashion company established in London by Nancy
Johnston. Its products includes knitted yak-fiber coats, scarfs and finely woven sweaters for
both women and men. The company is different from other companies as it offers sustainable
materials to the clients made from yaks of Khanghai. It is the leading textile company in UK and
so the company has gained a large amount of revenue and held its position in the international
market. The philosophy of Tengri shows an effort to build a sustainable business with fair
shares. In order to achieve this target, the organization has apparently implemented various
marketing strategies. The report will analyze marketing mix and positioning analysis as well as
principles of sustainable marketing of Tengri.
Marketing Mix of the Organization
In the global perspective, marketing mix is no longer ignorant to organizations as it is
considered as most efficient tools of marketing to reach the anticipated responses through the
chosen market and Tengri is not exceptional than this. Utilizing this method, Tengri could
increase the satisfaction of its customers and also take the objectives of the company to the
highest level (Abril and Rodriguez-Cánovas, 2016). The marketing mix plays a crucial role in the
marketing strategy of Tengri and has substantial influence on the demand of its products.
Tengri need to completely understand the four elements of marketing mix, price, product place
and promotion along with its market to utilize the marketing mix efficiently. The marketing mix
of Tengri are as follows:
Product - Huge variety of woolen clothes which are offered by Tengri for both women and men
that are made by 100% original wool of yak. The products of Tengri are very soft and warm like
the cashmere products (Agic
et al., 2016). The products are breathable, thermal regulating,
hypo-allergic and control water and odor. The huge variants of Tengri’s products are given
below:
 Hand-knit sweaters
 Hand-knit throw
 Classic-ribbed scarfs