Tengri: A Case Study in Sustainable Marketing and Brand Position

This report provides an in-depth analysis of Tengri, a London-based fashion brand, and its sustainable marketing practices. It examines Tengri's marketing mix, including product, price, place, promotion, process, physical evidence, and people, highlighting the company's focus on winter garments made from sustainable materials. The report also discusses Tengri's product, promotion, distribution, and pricing strategies, utilizing marketing models and theories to evaluate their effectiveness. Furthermore, it conducts a position analysis to understand Tengri's brand position in the market against competitors. The study emphasizes Tengri's ethical sourcing of raw materials, fair profit sharing, and commitment to reducing waste, showcasing how these sustainable practices contribute to its competitive advantage in the fashion industry, particularly 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 ,
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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 .

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