Sustainable Marketing: A Case Study of Tengri

Running head: SUSTAINABLE MARKETING
Sustainable marketing
Name of the student
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1SUSTAINABLE MARKETING
Executive summary
The aim of this report is to discuss about the effectiveness of the sustainable business practices
followed by Tengri. In doing so, the marketing mix elements of Tengri are being discussed and
evaluated in this report along with the positioning strategy of them. It is identified that Tengri is
positioning their products based on characteristics. In addition, this report also critically
evaluated the sustainable marketing principles followed by them and identified a few gap areas
that should be mitigated to enhance the effectiveness of the sustainable business practices in
the long term.

2SUSTAINABLE MARKETING
Table of Contents
Introduction................................................................................................................................... 3
Marketing mix strategies............................................................................................................... 4
Product...................................................................................................................................... 4
Price........................................................................................................................................... 4
Place.......................................................................................................................................... 5
Promotion.................................................................................................................................. 5
Positioning analysis........................................................................................................................6
Sustainable marketing principles of Tengri....................................................................................6
Effectiveness of the sustainable practices.....................................................................................8
Conclusion..................................................................................................................................... 9
Reference.....................................................................................................................................10

3SUSTAINABLE MARKETING
Introduction
In the current business scenario, sustainability is one of the major factors to be
considered by the business organizations in gaining competitive advantages. This is due to the
reason that sustainability issues are being faced by different stakeholders in different cases and
thus the marketing sector is of no exception. Companies are increasingly opting for sustainable
business processes in order to have to gain the long term viability in the current competitive
business state of affairs. However, it should also be noted that sustainability can only be
achieved if it is being implemented in ideal and proper manner considering all the relevant
factors (Bascoul et al., 2013). It is also being noted that number of business firms are opting for
sustainable marketing activities in order to gain differentiated approach in the market and it is
more evident in the case of newer entrants in the industry.
One of these organizations leading in terms of sustainability is Tengri from the United
Kingdom. It is reported that the entire business model of Tengri is being oriented around
sustainability. They are offering niche fashion lines in the United Kingdom but the materials are
being sourced from the herders of Mongolia. According to the reports, yarns are being sourced
in sustainable manner directly herders and their development are being given the maximum
importance (Tengri.co.uk, 2019). On the other hand, with the help of Tengri, native herders of
Mongolia are getting exposed to the global market and are getting bigger market opportunities
for their yak fibers. They have also initiated to have cooperative of over 4500 herder families
from which Tengri is directly sourcing their materials.
This report will discuss about the marketing mix elements of Tengri by which they are
gaining sustainability in the market. In addition, the positioning of the brand in the market in
comparison to their competitors will also be discussed in this report along with the extent to
which they are following effective process of sustainable marketing activities. In accordance to
the gap areas being identified, a few improvement clauses will be discussed, which will further
enhance the sustainability for Tengri in their long term business processes.