Sustainable Marketing for Tengri: Strategies and Position Analysis

Running head: SUSTAINABLE MARKETING
SUSTAINABLE MARKETING
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1SUSTAINABLE MARKETING
Executive summary
Sustainable development is considered to be one of the important aspect to create a better
market expansion of an organization. In this regard, the report puts emphasis on the
organizational development of Tengri. Therefore, the discussion incorporates the marketing mix
and the theories related to the market and business capitalization of Tengri. Moreover, the
report also develops an understanding regarding the position analysis of Tengri in Australian
market. In a conclusion, it is argued that the report encompasses all the essential factors that
portray a better perception regarding the sustainable business practice of Tengri. Therefore,
the report is rational and justified.

2SUSTAINABLE MARKETING
Table of Contents
Introduction................................................................................................................................... 2
Marketing mix of Tengri.................................................................................................................2
Product...................................................................................................................................... 2
Price........................................................................................................................................... 3
Place.......................................................................................................................................... 3
Promotion.................................................................................................................................. 4
Process.......................................................................................................................................4
Physical evidence.......................................................................................................................4
People........................................................................................................................................ 5
Marketing strategy in Tengri..........................................................................................................5
Product strategy........................................................................................................................ 5
Promotion strategy....................................................................................................................6
Distribution strategy..................................................................................................................6
Indirect distribution............................................................................................................... 7
Direct distribution..................................................................................................................7
Exclusive distribution.............................................................................................................7
Pricing strategy.......................................................................................................................... 7
Position analysis of Tengri............................................................................................................. 8
Conclusion................................................................................................................................... 10
Reference.....................................................................................................................................11

3SUSTAINABLE MARKETING
Introduction
Sustainability is a major factor to be considered by the contemporary business
organizations. This is due to the reason that current business scenario is highly affected by the
climate issues and exploitation of resources (Beckmann, Hielscher and Pies 2014). In the case of
fashion industry, sustainability issues include the sourcing of the fibers and generation of
wastage from the production process. Unethical supply chain policies are also being considered
as a major sustainability issue for the fashion industry. This situation is further increasing the
importance initiating sustainable approach in this industry. There are number of fashion brands
already practicing sustainable business policies and gaining competitive advantages from them.
Tengri is one such fashion brand based in London that is practicing sustainable business
practices and is creating a new benchmark in the industry. Some of their major sustainable
policies are ethical sourcing of the raw materials and fair share of profit with all the herders and
other internal stakeholders. Fashion industry in the United Kingdom is highly competitive with
the presence of number of domestic and global brands (tengri.co.uk 2018). Thus, it is not easy
for the new entrants to create a niche in this market. However, sustainable business practices
of Tengri are helping them in gaining competitive advantages in the market.
This report will discuss about the sustainable marketing policies of Tengri. In addition,
this report will evaluate the marketing mix elements of Tengri in order to understand their
strategic intent in the market. Different strategies of Tengri in relation to their product
promotion and pricing will also be discussed in details. Different marketing models and theories
related to the strategies of Tengri will be used to evaluate their effectiveness. Positioning
analysis for Tengri will be done to understand their brand position in the market against their
competitors.
Marketing mix of Tengri
Product
Products of Tengri are mainly winter garments. As per the information available,
products for Tengri include sweaters, scarf, socks, beanies and blanket. Thus, they are only