Ecuador has had, in the last few years, several changes on economic, political and social
topics, which demand companies to respond to the environment for them to grow or stay in
the business. One of these companies is ZAROAL S.A. which, for the last ten years, sells
backpacks, wallets, purses and handbags, imported from China, with the Ecuadorian brand
SPAZZIO.
Considering the variations in the economy, SPAZZIO was in the need to analyze the
context and determine the factors that influence on the development of their business.
Moreover, it was considered appropriate to have an internal diagnosis, and, finally, define
strategies that may strengthen the brand.
Chapter one of this paper explains the methodological, theoretical and social importance of
this research, for the company, brand and similar companies that manufacture or import
these products. Also, this chapter stands out the general and specific goals to achieve.
Later, chapter two sets reference background as well as the important concepts that appear
during the investigation.