Sustainable Marketing Principles and Strategy at Tengri: A Case Study

BUS5SMM: ASSESSMENT TASK 2
1

Table of Contents
Introduction...................................................................................................................................3
Background to the case study........................................................................................................4
Explanation to the case study........................................................................................................7
Analysis of the situation.................................................................................................................9
Sustainable marketing principles and strategy............................................................................11
Conclusion................................................................................................................................... 12
References................................................................................................................................... 13
2

Introduction
The report will provide with a coherent and evidence based understanding of sustainability and
the marketing policies executed by Tengri a social business enterprise. It will focus towards
Tengri a London Clothing brand, Accessories developer and Home ware developer that are
aimed to integrate sustainability in the textile industry. The report will draw attention towards
the procurement of fabric from the Mongolian Yak from the regional Mongolian societies and
communities. The report will lay emphasis towards marketing mix and its various elements in
the contemporary business environment. The report will strategically lay focus towards
application of marketing mix by Tengri in the competitive business environment. The report will
study upon sustainability practices and marketing practices of the business.
3

Background to the case study
Tengri started as a social business which was conceived with a thought to inculcate
sustainability into the textile industry and in the high end fashion clothing. The effective aim of
the business was to integrate sustainability by developing sustainable fibres in the global textile
industry. The business is also strategized to distribute the excess of profits and earnings
between the herders, designer, manufacturers, and customers. The tagline developed for
business was “Sustainable Luxury” in the fashion and global textile industry. The business also
follows for a 100% transparent and traceable supply chain for the sourcing of yarn. The
business is focused towards developing an ethical and sustainable supply chain system and
management. The business is mainly focused on the idea of sustainability and innovation
(Grant, et. al., 2017). Therefore it has adopted a strategic approach to reuse the waste and
exerted yarn products.
The business initiated as a social business in considerations with the headers. It focused
towards the herder families in Mongolia. The business discovered an interrelated relationship
between the people, animals and lands in Mongolian communities and societies. It was
identified that the indigenous wild species found in the Khangai Mountains of the Western
Mongolia would be an effective measure to preserve and develop the nomadic ways of lifestyle
and families. The business is paying premium prices to the herders for the fibres and shares
profits in order to inculcate the ideas of sustainability in the business models.
Marketing Mix
Marketing mix is a contemporary business practice or a model in the marketing environment
which is used in order to attain the specific and strategic marketing aims and objectives of the
business. Marketing mix provides with different component that aids the business to attain the
global and local business aims (Armstrong, et. al., 2014). Marketing is considered as one of the
most essential business strategy in the contemporary business environment to sustain and
compete in the business environment. The marketing mix includes for seven essential
components in relation to Tengri explained as below:
4