ECUADORIAN INDIGENOUS CLOTHES

A very characteristic product especially for the indigenous inhabitants of Ecuador since
it represents a cultural value for the Ecuadorian serrania , on the meaning of their
ethnicity and the inheritance of their ancestors.
For this reason is a garment sold in our country where several models, fabrics, colors to
suit their customers.

Definition of a Marketing problem

In Ecuador, the loss of the cultural identity of indigenous peoples is a reality that is
lived in the last 50 years, where the ancestral roots are transform on the basis of survival
and way of life, since indigenous people, transcendence have a cultural legacy that they
try to preserve from generation to generation the use of their indigenous clothing, as
they used them at parties religious, in the mingas and in the rites of culture, the Kichwa
language and above all the clothing since Ecuador is a country rich in cultures, which
have been given little importance, for this reason the cultural identity is lost, in the
recent years there has been an external phenomenon that threatens to end these customs
and traditions.

Objectives:
Selection of a product marketed in Ecuador, which can be marketed to a foreign country
through the development of an international market plan.

General objectives:

 Determine the acceptance of indigenous clothing in the US market

  Consider whether indigenous clothing would have a great reception as clothing
or cultural souvenirs in the United States.

Specific objectives:

 Know the profile of potential consumers of United States nationality in the market

 Identify the main indirect and direct competitors knowing their respective market
percentage

Justification

It is intended to highlight the importance of taking into account indigenous communities

for their cultural value and their artisanal wealth, in addition to propose an innovative
company that reaches foreign countries where recognize the quality and beauty of
artisanal designs that carry a great content of the Ecuadorian indigenous culture.

This work is basically composed of two parts, a study of international trade that allowed
us to identify the country where we could to export.

International Marketing Plan

Ecuador is a culturally diversified country, this is due to the colonization of the Spanish
and the existence of indigenous groups that currently have a low quality of life, due to
all the social problems. In general, the indigenous people, besides dedicating themselves
to activities such as agriculture, also produce typical crafts that they use as part of their
personal items, either as accessories for their dresses or for their daily activities. The
Otavaleño group is a group that produces handicrafts such as: Articles of costume
jewelery, basketry and ceramics, such crafts have characteristics individuals that make
them different in the market, for this reason they have sought international marketing
alternatives.

SWOT

Strengths:

Interest on the part of intermediaries in the commercialization of products
elaborated in the regions of the Ecuadorean highlands.
 There are craft shops, distributors and exporters nationwide that facilitate the
free trade of artisan products.
 Interest in community leaders in the promotion of artisanal production.
 Existence of groups that manage tourism and artisanal development.

Weaknesses:
  Lack of an international brand in the country's artisan production compared to
other producing countries.
 Little initiative in the undertaking of new specific products, due to lack of
information on market needs.
 High cost of the product, compared with other products made in different areas
of the country.
 Techniques not very efficient in relation to time and ease of production.

Opportunities:
 Crafts are increasingly recognized worldwide, which has allowed acceptance in
the international market.
 Artisans develop new lines in their products based on traditional designs, in
accordance with foreign market trends, which increases the potential in this
sector.
 The craftsmanship is rich in products and materials that please varied tastes.

Threats:

 The competitiveness of the quality and costs of the products

 Imitation of handicrafts by other producers in other countries
 Difficult access to international markets