Sustainable Marketing of Tengri

Running head: SUSTAINABLE MARKETING OF TENGRI
SUSTAINABLE MARKETING OF TENGRI
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1SUSTAINABLE MARKETING OF TENGRI
Executive Summary
The aim of this paper is to introspect, comprehend, analyze and interpret the marketing analysis
and sustainability marketing with competitive advantage of Tengri, a textile enterprise based in
London, the United Kingdom. To find out sustainable marketing and competitive advantage of
Tengri, its marketing elements as well as its market positioning strategies are also discussed. The
respective paper aims to provide certain strategic suggestions as to how Tengri might improve its
sustainable business practices in the near future.

2SUSTAINABLE MARKETING OF TENGRI
Table of Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
Discussion...................................................................................................................................................3
Conclusion...................................................................................................................................................8

3SUSTAINABLE MARKETING OF TENGRI
Introduction
Sustainable development in business or sustainability practices in the world of business
has become one of the most important factors that an entrepreneur has to consider while
functioning his business (Lii et al., 2013). In order to gain competitive advantage, a business is
needed to act in a sustainable way so that they can gain long term reputation, prestige, goodwill
and enhancement in productivity( Bascoul et al., 2013). The marketing arena of a business
demands for sustainability in today’s global world. Sustainability can be achieved if the factors
of sustainable development are properly found out, allocated and implemented. It is to be noted
that more and more companies that are emerging as well as functioning in the present world are
opting for sustainable marketing strategies in order to place their company in a better position in
the global market and achieve competitive advantage than their peers. The aim of this paper is to
introspect, comprehend, analyze and interpret the marketing analysis and sustainability
marketing with competitive advantage of Tengri, a textile enterprise based in London, the United
Kingdom. To find out sustainable marketing and competitive advantage of Tengri, its marketing
elements as well as its market positioning strategies are also discussed. The respective paper
aims to provide certain strategic suggestions as to how Tengri might improve its sustainable
business practices in the near future.
Discussion
Tengri is a fashion and textile company of the United Kingdom, based in London. Tengri
is assumed to be acquiring its raw materials and clothes from Mongolia and from the
mountainous regions of Khangai. It has been established by Nancy Johnston in March 2014
(Tengri.co.uk, 2014). The company offers different products from variety of materials such as