Our solution: Colombia as export destination for RST

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Market data and strategical approach to go international

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Our solution: Colombia as export destination for RST

  1. 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. 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. 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. 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
  5. 5. Comparison
  6. 6. Total Colombian Market PRODUCT* 2002 2003 2004 2005 2006 ShareAGUARDIENTE 7,234,833 6,424,360 6,488,508 6,250,910 5,942,197 49.1%RON 2,991,473 2,767,778 3,448,675 4,117,654 4,415,529 36.5%LICORES VARIOS 760,475 2,518,600 1,296,617 965,680 971,247 8.0%BRANDY - COGÑAC 785,402 449,740 632,867 387,875 350,593 2.9%WHISKY 208,825 208,665 259,664 252,512 344,338 2.8%VODKA 70,124 38,488 42,726 47,438 43,168 0.4%TEQUILA 5,741 8,743 13,901 13,224 19,423 0.2%GINEBRA 7,089 8,861 10,516 8,071 8,409 0.1%TOTAL 12,063,962 12,425,235 12,193,474 12,043,364 12,094,902 *9 ltr box
  7. 7. Imported Vs. LocalTotal Liquors Market
  8. 8. Geographical Distribution Liquors Comsuption
  9. 9. Rum Market Local Rum Market Imported Rum Market
  10. 10. Rum Market Players in Colombia
  11. 11. Competitors Prices (USD/bot) *Colombian Pesos U$1 = $2.200
  12. 12. Precios en Venezuela *Venezuelan BsF U$1 = $2.15 (fixed since 2005)
  13. 13. Financial assessment• Model assumptions
  14. 14. Cash flow and value added
  15. 15. Other countries to go in…Suggested Population GDP per Alcohol PositioningCountry capita CultureMexico 109.955.400 12,500 USD Tequila Exotic premium priceChile 16.454.143 14,400 USD Wine Exotic premium priceRussia 140.702.094 14,600 USD Vodka Change avg. priceChina 1.330.044.605 5,300 USD Open to exotic Party things low priceJapan 127.288.419 33,800 USD Sake Exotic premium priceArabian 4.621.399 55,200 USD Muslim? Luxury superEmirates premium priceCuba 11.423.952 4,500 USD Rum´s cradle Branding leverage
  16. 16. Q&A

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