Sustainable Marketing for Tengri: Strategies and Position Analysis

This report discusses the sustainable marketing policies of Tengri, evaluating their marketing mix elements, product promotion and pricing strategies. It also includes a position analysis of Tengri in the Australian market.

nnin ead TA A MA TRu g h : SUS IN BLE RKE ING
TA A MA TSUS IN BLE RKE ING
ame o t e t dentN f h s u
ame o t e ni er itN f h u v s y
A t or noteu h ’s

1TA A MA TSUS IN BLE RKE ING
ec ti e mmarEx u v su y
taina le de elopment i con idered to e one o t e important a pect to create a etterSus b v s s b f h s b
mar et e pan ion o an or ani ation n t i re ard t e report p t emp a i on t ek x s f g z . I h s g , h u s h s s h
or ani ational de elopment o Ten ri T ere ore t e di c ion incorporate t e mar etin mig z v f g . h f , h s uss s h k g x
and t e t eorie related to t e mar et and ine capitali ation o Ten ri Moreo er t eh h s h k bus ss z f g . v , h
report al o de elop an nder tandin re ardin t e po ition anal i o Ten ri in A tralians v s u s g g g h s ys s f g us
mar et n a concl ion it i ar ed t at t e report encompa e all t e e ential actor t atk . I us , s gu h h ss s h ss f s h
portra a etter perception re ardin t e taina le ine practice o Ten ri T ere orey b g g h sus b bus ss f g . h f ,
t e report i rational and ti iedh s jus f .

2TA A MA TSUS IN BLE RKE ING
Ta le o ontentb f C s
ntrod ctionI u .....................................................................................................................................2
Mar etin mi o Ten rik g x f g ..................................................................................................................2
Prod ctu .........................................................................................................................................2
Price.............................................................................................................................................3
Place.............................................................................................................................................3
Promotion....................................................................................................................................4
Process.........................................................................................................................................4
P ical e idencehys v .........................................................................................................................4
People..........................................................................................................................................5
Mar etin trate in Ten rik g s gy g ...........................................................................................................5
Prod ct trateu s gy..........................................................................................................................5
Promotion trates gy......................................................................................................................6
i tri tion trateD s bu s gy....................................................................................................................6
ndirect di tri tionI s bu .................................................................................................................7
irect di tri tionD s bu ....................................................................................................................7
cl i e di tri tionEx us v s bu ...............................................................................................................7
Pricin trateg s gy............................................................................................................................7
Po ition anal i o Ten ris ys s f g ...............................................................................................................8
oncl ionC us ......................................................................................................................................10
e erenceR f .......................................................................................................................................11

3TA A MA TSUS IN BLE RKE ING
ntrod ctionI u
taina ilit i a ma or actor to e con idered t e contemporar ineSus b y s j f b s by h y bus ss
or ani ation T i i d e to t e rea on t at c rrent ine cenario i i l a ected t eg z s. h s s u h s h u bus ss s s h gh y ff by h
climate i e and e ploitation o re o rcessu s x f s u s ( ec mann iel c er and PieB k , H s h s 2014 n t e ca e o). I h s f
a ion ind tr taina ilit i e incl de t e o rcin o t e i er and eneration of sh us y, sus b y ssu s u h s u g f h f b s g f
a ta e rom t e prod ction proce net ical ppl c ain policie are al o ein con ideredw s g f h u ss. U h su y h s s b g s
a a ma or taina ilit i e or t e a ion ind tr T i it ation i rt er increa in t es j sus b y ssu f h f sh us y. h s s u s fu h s g h
importance initiatin taina le approac in t i ind tr T ere are n m er o a ion randg sus b h h s us y. h u b f f sh b s
alread practicin taina le ine policie and ainin competiti e ad anta e rom t emy g sus b bus ss s g g v v g s f h .
Ten ri i one c a ion rand a ed in ondon t at i practicin taina le ineg s su h f sh b b s L h s g sus b bus ss
practice and i creatin a ne enc mar in t e ind tr ome o t eir ma or taina les s g w b h k h us y. S f h j sus b
policie are et ical o rcin o t e ra material and air are o pro it it all t e erder ands h s u g f h w s f sh f f w h h h s
ot er internal ta e older a ion ind tr in t e nited in dom i i l competiti e ith s k h s. F sh us y h U K g s h gh y v w h
t e pre ence o n m er o dome tic and lo al randh s f u b f s g b b s (ten ri cog . .uk 2018 T it i not ea). hus, s sy
or t e ne entrant to create a nic e in t i mar et o e er taina le ine practicef h w s h h s k . H w v , sus b bus ss s
o Ten ri are elpin t em in ainin competiti e ad anta e in t e mar etf g h g h g g v v g s h k .
T i report ill di c a o t t e taina le mar etin policie o Ten ri n additionh s w s uss b u h sus b k g s f g . I ,
t i report ill e al ate t e mar etin mi element o Ten ri in order to nder tand t eirh s w v u h k g x s f g u s h
trate ic intent in t e mar et i erent trate ie o Ten ri in relation to t eir prod cts g h k . D ff s g s f g h u
promotion and pricin ill al o e di c ed in detail i erent mar etin model and t eorieg w s b s uss s. D ff k g s h s
related to t e trate ie o Ten ri ill e ed to e al ate t eir e ecti ene Po itioninh s g s f g w b us v u h ff v ss. s g
anal i or Ten ri ill e done to nder tand t eir rand po ition in t e mar et a ain t t eirys s f g w b u s h b s h k g s h
competitors.
Mar etin mi o Ten rik g x f g
Prod ctu
Prod ct o Ten ri are mainl inter arment A per t e in ormation a aila leu s f g y w g s. s h f v b ,
prod ct or Ten ri incl de eater car oc eanie and lan et T t e are onlu s f g u sw s, s f, s ks, b s b k . hus, h y y

4TA A MA TSUS IN BLE RKE ING
o erin inter prod ct and t i trate i di erent to t at o t e ind tr nat re T i i d eff g w u s h s s gy s ff h f h us y u . h s s u
to t e rea on t at ma orit o t e a ion rand in t e mar et are a in di er e prod cth s h j y f h f sh b s h k h v g v s u
port olio incl din arment or di erent ea onf u g g s f ff s s s (Porter and eppelmannH 2015 n t e ot er). O h h
and Ten ri i ollo in in le prod ct line trate n addition it i al o identi ied t at ma orh , g s f w g s g u s gy. I , s s f h j
competiti e ad anta e or Ten ri in t eir inter prod ct i taina le material and eat rev v g f g h w u s s sus b s f u s
c a non aller enic reat a le and ater re i tancesu h s - g , b h b w s s (ten ri cog . .uk 2018 T e e eat re are). h s f u s
elpin Ten ri in a in competenc o er t eir competitorh g g h v g y v h s.
Price
Prod ct o Ten ri are priced premi m T i i e ident rom t e price tated in t eiru s f g u . h s s v f h s h
online oppin ite Premi m pricin or t eir prod ct i important or t em d e to t esh g s . u g f h u s s f h u h
rea on t at i er alit material are ed in t e prod ction proce and ine o Ten ri is h h gh qu y s us h u ss bus ss f g s
a ed on are deal it t e pplierb s f w h h su s ( e e and a rB sb s S u é 2016 T i ca ed Ten ri to a e more). h s us g h v
co t o pplier compared to t eir competitor n t e ot er and premi m pricin o Ten ris f su s h s. O h h h , u g f g
i ti ied d e to t e rea on t at i er or t eir clot e line come rom Mon olia and not eins jus f u h s h f b s f h h s f g b g
man act red or proce ed in t e nited in dom T i in ol e more co t or Ten ri n t euf u ss h U K g . h s v v s s f g . O h
ot er and t i elp in maintainin t e alit and a t enticit o t e prod ct o Ten ri andh h , h s h s g h qu y u h y f h u s f g
ti ie t e premi m pricejus f s h u .
Place
Ten ri i a in e cl i e di tri tion trate t at in ol e ellin onl t ro t eg s h v g x us v s bu s gy h v v s s g y h ugh h
compan o tlet and ite n t e ca e o Ten ri t eir prod ct are old onl t ro t eir onliney u s s . I h s f g , h u s s y h ugh h
oppin ite T Ten ri i not a in o line pre ence and onl a in limited onlinesh g s . hus, g s h v g ff s y h v g
pre ence T i i mainl d e to t e medi m cale operation o Ten ri T e are relati el ne ers . h s s y u h u s f g . h y v y w
in t e a ion ind tr compared to ome ell e ta li ed pla er and till a in mall caleh f sh us y s w s b sh y s s h v g s s
operation ( anKh 2014 T a in e cl i e di tri tion trate i elpin Ten ri to cater to). hus, h v g x us v s bu s gy s h g g
nic e c tomer e ment and it i al o ti in t eir e cl i it and premi m ima eh us s g s s s jus fy g h x us v y u g .

5TA A MA TSUS IN BLE RKE ING
Promotion
Promotional acti itie o Ten ri are inten i e and limited d e to t e rea on t at t e arev s f g s v u h s h h y
operatin in limited mar et area and tar etin a nic e c tomer e ment T t eg k g g h us s g . hus, h
promotional acti itie need not to e e ten i e and a t ocial media i one o t e ma orv s b x s v v s . S s f h j
medi m or Ten ri in promotin t eir prod ct T i i d e to t e rea on t at ocial mediau s f g g h u s. h s s u h s h s
in ol e lo er co t compared to ome ot er con entional medi m n addition ocial media iv v s w s s h v u s. I , s s
al o ena lin Ten ri to determine t e ie o t e c tomer re ardin t eir prod ct T i is b g g h v ws f h us s g g h u s. h s s
al o elpin Ten ri to nder tand t e need and re irement o t e c tomer and o erins h g g u s h qu f h us s ff g
prod ct accordin lu s g y ( an and ari llHu g S gö ü 2014 t o ld e noted t at ma or concentration i). I sh u b h j s
i en on t e taina le actor a ociated it t e prod ct o Ten ri in promotin t emg v h sus b f s ss w h h u s f g g h .
T it t e elp o ocial media mar etin Ten ri i ein a le to promote t eirhus, w h h h f s k g, g s b g b h
taina ilit to t e c tomersus b y h us s.
Process
Proce o Ten ri i al o ein made taina le mean o more e ecti e prod ctionss f g s s b g sus b by s f ff v u
proce red ction in prod ct a te and o rcin ra material in mo t et ical manner nss, u by u w s s u g w s s h . I
addition d e to t e act t at online medi m i ed in prod ct retailin c tomer prod ct, u h f h u s us u g; us u
deli er i al o e ecti e t i tated in t eir o icial e ite t at prod ction proce o Ten ri iv y s s ff v . I s s h ff w bs h u ss f g s
de i ned in c a a t at it ill red ce t e prod ct a ta e i ni icantl t i al o tateds g su h w y h w u h by u w s g s g f y. I s s s
t at ra material are o rced directl rom t e erder o Mon oliah w s s u y f h h s f g (A aeigh
et al. 2014).
Moreo er t e erder are ein airl paid and t e are pported in t eir a ri inev , h h s b g f y h y su h g bus ss
acti itie T ere ore t e internal proce o Ten ri i de i ned to a e ma im m al e or t ev s. h f , h ss f g s s g h v x u v u f h
c tomerus s.
P ical e idencehys v
P ical e idence or Ten ri i t e prod ct t e are o erin to t e c tomer eaterhys v f g s h u h y ff g h us s. Sw s,
oc and car o ered t em ta it t e c tomer and t e can a e t e tan i le al es ks s f ff by h s y w h h us s h y h v h g b v u
or t eir price n addition di erent prod ct and de i n are al o rt er en ancin t ef h . I , ff u s s g s s fu h h g h
p ical e idence or t e c tomer T e taina le and lon la tin alit o t e prod ct ohys v f h us s. h sus b g s g qu y f h u s f

6TA A MA TSUS IN BLE RKE ING
Ten ri i rt er elpin to e tend t e p ical e idence or t e c tomer in t e lon termg s fu h h g x h hys v f h us s h g
( o eloc and Patter onL v k s 2015).
People
n ca e o A tralia t e po i le c tomer o Ten ri arn are t e ardro eI s f us , h ss b us s f g y h w b
man act rer and t e oolen prod ct er t can e ar ed t at t e oolen mar et inuf u s h w u us s. I b gu h h w k
A tralia i ll o ent ia tic c tomer o lo e to p rc a e ool itemus s fu f hus s us s wh v u h s w s ( a adir arad aB h , Bh w j
and ri a ta aS v s v 2015 T ere ore t e i alit o arn man act red Ten ri a e i). h f , h h gh qu y f y s uf u by g h v h gh
e pectation and pro pect in t e A tralian mar et ere t e c tomer and er are ea erx s h us k wh h us s buy s g
to e t o e prod ctus h s u s.
Mar etin trate in Ten rik g s gy g
Prod ct trateu s gy
Prod ct trate i con idered to e one o t e important a pect or e pandin t eu s gy s s b f h s f x g h
ine or Ten ri t can e ar ed t at t e Ten ri prod ct are relied on abus ss f g . I b gu h h g u s
in le prod ct line
s g u
trate
s gy t at acilitate a trate ic ad anta e to t e mar et capitali ation o t e compan Ah f s s g v g h k z f h y. s
per t e in le prod ct line trate it i irml related to t e mi ion and i ion o t e companh s g u s gy s f y h ss v s f h y
and t create a road map to meet all t e criteria t at are important or t e appreciation ohus h h f h f
t e prod cth u ( oo and e nL L u g 2018 n t i conte t t e Ten ri ompan pro ide a n m er o). I h s x , h g C y v s u b f
inter arment to t e c tomer it a i alit material and ea to ew g s h us s w h h gh qu y s sy us .
A ar a t e prod ct de cription i concerned it i primaril depend pon t e alits f s h u s s , s y s u h qu y
implementin c ttin ed e tec nolo in order to maintain a i rand ima e n t iby g u g g h gy h gh b g . I h s
re ard t e Ten ri prod ct in term o t e eater car oc eanie and lan et areg , h g u s s f h sw s, s fs, s ks, b s b k s
man act red it a i ion to pro ide t e c tomer ome ni e e perience T ere ore t euf u w h v s v h us s s u qu x s. h f , h
anti aller ic and t e ater re i tant eat re in t e prod ct pro ide it more trate ic ad anta e- g h w s s f u h u s v s g v g
t at are ene icial or t e compan to e pand it ine rt er in A tralian mar eth b f f h y x s bus ss fu h us k .
A a matter o act t e prod ct roadmap i al o con idered to e an important a pects f f , h u s s s b s
t at Ten ri p t it oc pon A per t e r e doneh g u s s f us u . s h su v y by Talpau it can e ar ed t at(2014) b gu h

7TA A MA TSUS IN BLE RKE ING
t e A tralian oolen mar et p t emp a i on t e alit o t e prod ct n act Ten ri al oh us w k u s h s s h qu y f h u s. I f , g s
eep an e e on t e prod ct alit and incorporate it in t e compan i ion a ellk s y h u qu y s h y v s s w .
Moreo er mea rin t e co t and ene it are al o pertinent to t e ine orientation ov , su g h s s b f s s h bus ss f
Ten ri and t e compan intend to contin e itg h y s u .
Promotion trates gy
Promotional mea re i anot er important a pect on ic t e companie p t moresu s h s wh h h s u
emp a i n t i conte t t ere are t o t pe o promotional trate ie t at Ten ri canh s s. I h s x , h w y s f s g s h g
implement T e traditional promotional trate encompa e t e e o Tele i ion anner. h s gy ss s h us f v s , b
and l er a ad erti ement toolf y s s v s s ( ei amiee and eeW , S L 2014 or Ten ri t e e tool are ite). F g , h s s qu
ene icial to attract people in an inten e manner A mo t o t e people atc tele i ion dailb f s . s s f h w h v s y
t ere ore it ill e an ea a to teleca t t e Ten ri ad erti ement in tele i ion and attract ah f , w b sy w y s h g v s s v s
reat n m er o people n t e ot er and anner and l er are al o important to let in ormg u b f . O h h h , b f y s s f
t e local comm nit a o t la nc in a ne prod cth u y b u u h g w u .
o e er it t e ad ent o tec nolo ical ad ancement and increa in e o ocialH w v , w h h v f h g v s g us f s
media create a cope or Ten ri to adapt t e ocial media mar etin met od n t i conte ts f g h s k g h . I h s x ,
ocial media plat orm li e ace oo T itter and n ta ram are ene icial or Ten ri to o or as f s k F b k, w I s g b f f g g f
ocial media promotion t ro t e e ocial media plat orm A a re lt o t at t e ocials s h ugh h s s f s. s su f h h s
media mar et ill de elop a etter mar etin e po re or t e compan attractin t ek w v b k g x su f h y by g h
o n eneration to t e Ten ri prod cty u g g s buy h g u s.
n t e ot er and t e ocial campai n are al o identi ied a e ecti e mea re toO h h h , h s g s s f s ff v su s
incorporate t e comm nit in t e promotional trate o t e compan T ere ore it ill eh u y h s gy f h y. h f , w b
pertinent or Ten ri to or ani e ome ocial campai n and indirectl promote t eir prod ctf g g z s s g s y h u s
t ro e ta li in a tead ro t in t e rand al eh ugh s b sh g s y g w h h b v u ( tadlerS
et al. 2018 n act t e). I f , h
incorporatin t e c tomer it t e promotional proce ill ide Ten ri to et p a trong h us s w h h ss w gu g s u s g
c tomer a e and red ce t e mar et rius b s u h k sks.
i tri tion trateD s bu s gy

8TA A MA TSUS IN BLE RKE ING
n ca e o t e i tri tion trate Ten ri can tili e a n m er o di erent di tri tionI s f h D s bu s gy, g u z u b f ff s bu
rame or t at are important to ppl prod ct rom t e endor or man act rer to t ef w k h su y u s f h v uf u h
c tomerus s.
ndirect di tri tionI s bu
t can e po i le or Ten ri to introd ce t e indirect di tri tion trate n mean t eI b ss b f g u h s bu s gy. I s h
prod ct ill di tri te to t e c tomer t ro di erent ppl c annel n t i conte t t eu w s bu h us s h ugh ff su y h s. I h s x , h
di erent c annel are identi ied a t e e port and ippin ppl rom t e parent compan toff h s f s h x sh g su y f h y
t e o er ea con merh v s s su s (Ander ons 2017 T ere ore Ten ri can e t i trate in order to). h f , g us h s s gy
e pand it mar et internationall Moreo er t e compan ill ma e contact it t ex s k y. v , h y w k w h h
di tri tor and t e di tri tor ill e re pon i le to di tri te t e prod ct to t e con mers bu s h s bu s w b s s b s bu h u h su .
irect di tri tionD s bu
n ca e o t e direct di tri tion t e compan can ma e connection it t e con merI s f h s bu h y k w h h su s
directl T i trate lead to t e concept o e commerce p rc a in and ellin met ody. h s s gy s h f - u h s g s g h s
(A le and T tensh y u 2015 n act or Ten ri t i trate ill de elop a direct comm nication). I f , f g h s s gy w v u
it t e c tomer and it ill elp to deli er a etter mar et capitali ation or Ten riw h h us w h v b k z f g .
cl i e di tri tionEx us v s bu
n t e ot er and Ten ri can al o oc on t e e cl i e di tri tion practice ereO h h h , g s f us h x us v s bu wh
t e compan i a le to e ta li it o tlet in t e o er ea mar et in a ri oro manner T ih y s b s b sh s u s h v s s k g us . h s
t pe o di tri tion trate i een in t e citie ere Ten ri i e pected to et a d namicy f s bu s gy s s h s wh g s x g y
con mer mar etsu k ( tra and ro tS uss F s 2016 A a matter o act t e e cl i e di tri tion). s f f , h x us v s bu
re ire eno mar et oldin or t e peci ic re ion and Ten ri m t eep oc on itqu s gh k h g f h s f g g us k f us .
Pricin trateg s gy
T e pricin trate o Ten ri i a ed on t e premi m pricin Premi m pricin meanh g s gy f g s b s h u g. u g s
t e compan et co t o prod ct i er t an t e competitor T ere are a n m er o rea onh y s s s s f u s h gh h h s. h u b f s s
e ind t e premi m pricin trate o Ten ri T e compan maintain a ide ran e ob h h u g s gy f g . h y s w g f

9TA A MA TSUS IN BLE RKE ING
di tri tor to ppl t e prod ct e ecti el to it international c tomer T ere ore es bu s su y h u s ff v y s us s. h f , hug
co t i amo nted on t e ppl mana ement rt ermore t e ra material in term o t es s u h su y g . Fu h , h w s s f h
arn i imported rom Mon olia T ere ore it carrie e e pen e in co r e o prod ciny s f g . h f , s hug x s s u s f u g
inter arment A a matter o act t e compan contin e t e premi m pricin tratew g s. s f f , h y u s h u g s gy
eca e o maintainin alit o t e prod ctb us f g qu y f h u s ( pann i c er and TelliS , F s h s 2014).
o e erH w v ,
price immin trate
sk g s gy can e con idered a a trate mea re or Ten ri inb s s s gy su f g
order to encap late t e A tralian mar et in a ro t manner A ar a t e price imminsu h us k bus . s f s h sk g
trate i concerned it can e a cri ed t at t e trate ena le t e compan to i t e prices gy s , b s b h h s gy b s h y f x h
i d rin t e introd ctor p a e in t e ne mar eth gh u g h u y h s h w k ( te en and o n onS v s J h s 2016 A i). s h gh
price o t e prod ct de elop intere t amon t e con mer a o t t e i ni icance andf h u s v s s s g h su s b u h s g f
ene it o t e prod ct t ere ore in t e incepti e p a e it ill e etter or t e companie tob f s f h u s h f h v h s w b b f h s
i t e price o t at more con mer ill e attractedh gh h s h su s w b ( a ar and e rinY w S u g 2017 o e er). H w v ,
t e ma or c aracteri tic o price immin i to lo er t e price rad all T t e p rpo e oh j h s f sk g s w h g u y. hus, h u s f
ma imi in t e c tomer ill e meet e ecti elx z g h us s w b ff v y ( aoG
et al. 2016 t ena le Ten ri to et a). I b s g g
clear pict re o t e con mer e a ior o A tralian mar et and a a re lt o t at t e companu f h su b h v f us k s su f h h y
can de elop a etter mar etin tratev b k g s gy.
Po ition anal i o Ten ris ys s f g

10TA A MA TSUS IN BLE RKE ING
i alitH gh Qu y
iH gh
Price
oL w
Price
o alitL w Qu y
Po itionin anal is g ys s
reated t e a t or(C by h u h )
rom t e a o e po itionin map o t e competitor in A tralian ool prod ctF h b v s g f h s us w u s
man act rin companie it can e ar ed t at mo t o t e A tralian oolen companie areuf u g s b gu h s f h us w s
p ttin more concern on t e alit o t eir prod ct or an in tance t e inete and A linu g h qu y f h u s. F s , h Ch x C k
are ta in e tra e ort to pro ide t e c tomer more t li and alit prod ct A a matterk g x ff s v h us s s y sh qu y u s. s
o act t o e oolen prod ct man act rer companie maintain reat competiti ene in t ef f , h s w u s uf u s s g v ss h
A tralian mar et a ell a in t e international domain Moreo er t e peci ication o t eus k s w s h . v , h s f s f h
ool are al o identi ied a important part to de elop mar et capitali ation e ten i el A arw s s f s v k z x s v y. s f
a t e A tralian oolen prod ct mar et i concerned A tralia i t e lar e t ool prod cins h us w u k s us s h g s w u g
co ntr aro nd t e orld prod cin o t e ool acro t e orld A a matter o actu y u h w u g 27% f h w s ss h w . s f f ,
mo t o t e oolen prod ct are entitled to e port a road and ed or ma in ool prod cts f h w u s x b us f k g w u s
dome ticall n act t e Merino ool t at i ar e ted in A tralia a a orld ide demands y. I f , h w h s h v s us h s w w
internationally.

11TA A MA TSUS IN BLE RKE ING
a ed on t i it can e ar ed t at t e A tralian ool man act rer companie areB s h s b gu h h us w uf u s
al o inclined to de elop alit prod ct T e rea on i ite o io a t e co ntr ar e ts v qu y u s. h s s qu bv us s h u y h v s s
alit ool prod ct t ere ore t e A tralian ool man act rer companie al o compel toqu y w u s h f h us w uf u s s
de elop alit prod ct A a matter o act t e role o c ttin ed e tec nolo ie i al o av qu y u s. s f f , h f u g g h g s s s
i ni icant part in t e proce a it acilitate t e alit and t le o t e prod ct Moreo er ins g f h ss s f s h qu y s y f h u s. v ,
ca e o t e ool prod ct ind tr in A tralia t e companie are al o p t emp a i on t es f h w u s us y us h s s u h s s h
pricin trate ie Mo t o t e oolen prod ct man act rer companie in A tralia are li e tog s g s. s f h w u uf u s us k
i t e price o t eir prod ct eca e o in ad anced tec nolo ie and maintain t eh gh h f h u s b us f us g v h g s h
alit o t e prod ct o e er edrena cceed to maintain a lo pricin trate eca equ y f h u s. H w v , H su s w g s gy b us
o t e compan a eno mar et oldin in A tralia oolmar i t e lar e t ool prod ctf h y h s ugh k h g us . W k s h g s w u
man act rer in A tralia and i er pop lar or it ine prod ct it t li attire o e eruf u us s v y u f s f u s w h s y sh . H w v ,
in term o t e alit and price Ten ri o t e mo t con i tenc and ne er compromi es f h qu y g sh ws h s s s y v s s
it t e alit o prod ct irre pecti e o t e man act rin co t increa ew h h qu y f u s s v f h uf u g s s s.
oncl ionC us
T ere ore it can e concl ded t at Ten ri a a reat potential to e pand it ine inh f , b u h g h s g x s bus ss
A tralia n act t e alit o t e Ten ri prod ct are identi ied er i alit t at ot erus . I f , h qu y f h g u s f v y h gh qu y h h
companie are ailed to cope it it o e er it create ome pro lem re ardin t e price os f w h . H w v , s s b g g h f
t e Ten ri prod ct t t e compan i more concerned it maintainin alit rat er t anh g u s bu h y s w h g qu y h h
p ttin more tre on t e price T ere ore t e compan a ot ad anta e and di ad anta eu g s ss h . h f , h y h s b h v g s v g
to e pand mar et in A traliax k us .

12TA A MA TSUS IN BLE RKE ING
e erenceR f
A aei M a edi a re M and Piroo M An e amination o t e relation ipgh , ., V h , E., K h h, .S. z, ., 2014. x f h sh
et een er ice mar etin mi and rand e it dimen ionb w s v s k g x b qu y s s.
Procedia ocial and e a ioral
-S
B h v
cience
S s,
109 pp, .865-869.
Ander on Ampli o r mpact Mo in rom a Promotion trate to an n a ements , C., 2017. fy Y u I : v g f S gy E g g
trateS gy.
e erence er er ice arterl
R f & Us S v s Qu y,
57 pp(2), .89-92.
A le and T ten T reati e trate ie in ocial media mar etin An e ploratorsh y, C. u , ., 2015. C v s g s s k g: x y
t d o randed ocial content and con mer en a ements u y f b s su g g .
P c olo Mar etin
sy h gy & k g,
32(1),
pp.15-27.
a adir arad a and ri a ta a Mar etin mi and rand ale inB h , S.C., Bh w j, S.G. S v s v , R.K., 2015. k g x b s s
lo al mar et aminin t e contin ent role o co ntr mar et c aracteri ticg b k s: Ex g h g f u y- k h s s.
o rnal o
J u f
nternational ine t die
I
Bus ss S u s,
46 pp(5), .596-619.
ec mann M iel c er and Pie ommitment trate ie or taina ilit oB k , ., H s h , S. s, I., 2014. C s g s f sus b y: h w
ine irm can tran orm trade o into in in o tcomebus ss f s sf ffs w –w u s.‐
ine trate and t e
Bus ss S gy h
n ironment
E v ,
23 pp(1), .18-37.
e e and a r Prod ct a ortment and price competition nder m ltinomialB sb s, O. S u é, D., 2016. u ss u u
lo it demandg .
Prod ction and peration Mana ement
u
O s g ,
25 pp(1), .114-127.
ao an an and on Pricin deci ion o a d al c annel clo ed loopG , J., W g, X., Y g, Q. Zh g, Q., 2016. g s s f u - h s -
ppl c ain nder ncertain demand o indirect c annelsu y h u u f h .
Mat ematical Pro lem in
h
b s
n ineerin
E g g,
2016.
an and ari ll o rand a arene relate to mar et o tcome randHu g, R. S gö ü, E., 2014. H w b w ss s k u , b
e it and t e mar etin mi nqu y, h k g x. I
a ion randin and on mer e a ior
F sh B g C su B h v s pp( . 113-132).
prin er e orS g , N w Y k, NY.
an M T T e concept o mar etin mi and it element a concept al re ieKh , . ., 2014. h f' k g x' s s ( u v w
paper).
nternational o rnal o in ormation ine and mana ement
I
j u f f , bus ss
g ,
6 p(2), .95.

13TA A MA TSUS IN BLE RKE ING
oo P T and e n A er ice ail re rame or o otel in Tai an Adaptation o PL , . . L u g, R., 2018. s v f u f w k f h s w : f 7 s
mar etin mi elementk g x s.
o rnal o acation Mar etin
J u f V
k g,
24 pp(1), .79-100.
o eloc and Patter on PL v k, C. s , ., 2015.
er ice mar etin
S v s k g Pear on A tralia. s us .
Porter M and eppelmann o mart connected prod ct are tran ormin, .E. H , J.E., 2015. H w s , u s sf g
companies.
ar ard ine e ie
H v Bus ss R v w,
93 pp(10), .96-114.
pann M i c er M and Telli immin or penetration trate ic d namicS , ., F s h , . s, G.J., 2014. Sk g ? S g y
pricin or ne prod ctg f w u s.
Mar etin cience
k g S ,
34 pp(2), .235-249.
tadler Ma er M a t and Mat ler nternational and prod ctS , C., y , .C., H u z, J. z , K., 2018. I u
di er i ication ic trate it amil mana erv s f : Wh h s gy su s f y g s?.
lo al trate o rnal
G b S gy J u ,
8 pp(1), .184-
207.
te en and o n on M nte ratin t e ppl c ain ear onS v s, G.C. J h s , ., 2016. I g g h su y h … 25 y s .
nternational
I
o rnal o P ical i tri tion o i tic Mana ement
J u f hys D s bu & L g s s g ,
46 pp(1), .19-42.
tra and ro tS uss, J. F s , R.D., 2016.
mar etin n tr ctor e ie op
E- k g: I s u 's R v w C y o tled e. R u g .
Talpa A T e mar etin mi in t e online en ironmentu, ., 2014. h k g x h v .
lletin o t e Tran il ania
Bu f h s v
ni er it o ra o conomic cience erie
U v s y f B s v. E S s. S s V,
7 p(2), .53.
ten ri cog . .uk 2018.
r tor
Ou S y online Ten ri A aila le at ttp ten ri co pirit o. [ ] g . v b : h ://www. g . .uk/s - f-
mon olia Acce ed epg / [ ss 15 S . 2018].
ei amiee and ee P T e in l ence o or anic or ani ational c lt reW , Y.S., S , S. L , R. ., 2014. h f u f g g z u u s,
mar et re pon i ene and prod ct trate on irm per ormance in an emer ink s s v ss, u s gy f f g g
mar etk .
o rnal o t e Academ o Mar etin cience
J u f h
y f k g S ,
42 pp(1), .49-70.
a ar A and e rin Mana ement o ocial i e in ppl c ain a literat reY w , S. . S u g, S., 2017. g f s ssu s su y h s: u
re ie e plorin ocial i e action and per ormance o tcomev w x g s ssu s, s f u s.
o rnal o ine
J u f Bus ss
t ic
E h s,
141 pp(3), .621-643.