Our solution: Colombia as export destination for RST
1. Ron Santa Teresa
Group # 4
Mari Cruz Torres
Maria de los Angeles Islas
Javier Silva
Julián Aude
Lucas Iglesias
Frank Lettelier
Jaime Salamanca
2. Why to go international?
Market Expansion
Internal market is decreasing
International market for rum is growing
• Risk of the internal market
Political
Economical
• Diversification
3. How to go!
STP (Segmenting, Targeting & Positioning)
Rum Market (consumption)
Alcohol Culture
Price positioning
Distribution Channels
Invest on Business Intelligence in each country
4. Colombia Main Facts
• Logistical advantages
– Taxes: FTA
– Strong transportation structures by land and
sea
• Pricing prejudiced by venezuelan
exchange control
• Seasonality and alcohol customes
– Almost same parties and holydays than
Venezuela: advantage on planning and
sourcing
15. Other countries to go in…
Suggested Population GDP per Alcohol Positioning
Country capita Culture
Mexico 109.955.400 12,500 USD Tequila Exotic premium
price
Chile 16.454.143 14,400 USD Wine Exotic premium
price
Russia 140.702.094 14,600 USD Vodka Change
avg. price
China 1.330.044.605 5,300 USD Open to exotic Party
things low price
Japan 127.288.419 33,800 USD Sake Exotic premium
price
Arabian 4.621.399 55,200 USD Muslim? Luxury super
Emirates premium price
Cuba 11.423.952 4,500 USD Rum´s cradle Branding
leverage