International marketing plan.

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The Law of liquor licenses and regulations provide guidelines for the following licenses:

• license to sell alcohol.

• License delivery service of alcoholic beverages.

• License producer of alcoholic beverages.

• License producer representative.

As for its economy, Canada has the tenth largest economy in the world Largest has one of the highest levels of economic freedom and is a member of the Organization of Economic Cooperation and Development (OECD).

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Canada is a country with a stable economy that remains within the top global social and economic welfare which represents an attractive consumer market for different countries, in the case of Mexico in addition to the above features FTA supporting this cause and allowing the entry of products faster and with less limitations.

The target market focuses on specialty retailers of alcoholic beverages, wholesalers who are licensed to sell alcohol, and are appointed LCBO Store, because it is more feasible by the regulations concerning the distribution, as these importers, They are those who come into contact with retailers, whether large chains or small establishments.

The orientation of the target market are dealers who marketed it among retailers who in turn will pass it to the final consumer, which focuses on men and women between 19 and 45 years of age, it is in this age range tends to concentrate consumption more frequently, also in the downtown area of the city, because it has a greater number of places of entertainment, shops, universities, besides having a pace of life, the most frequented area of Ontario where there is the highest concentration of the Canadian population. (Statistics Canada, 2011).

Demand strategy

Some non-tariff barriers to entry are labeling requirements.

Canadian requirements for packaging and labeling of spirit drinks wine, beer and spirits are administered under the Act and Regulations and the Food and Drug Act and Regulations Packaging and labeling of Canada.

Overall packaging and labeling requirements must show, in English and French the following information:

• Common name of the product (ie, light beer, liquor, etc., must be shown in type of at least 1.6 mm in height).

• "Imported by" or "distributed by" followed by the name and address Canadian distributor.

• Net quantity volume in metric units (milliliters, liters) must be indicated on the main label in a clear and conspicuous manner, easily legible and in distinct contrast to any other information on the label.

• The alcohol by volume statement that beverages containing 1.1% or more alcohol must declare the amount of alcohol by volume, shown as "% alcohol by volume" or "% alc / vol".

• Country of origin.

• Ingredients.

• The best before date (if the shelf life is 90 days or less).

Furthermore, barriers to entry with the tariff Free Trade Agreement with North America (NAFTA), tariffs were eliminated on the traffic of goods between member countries, Mexico, Canada and the United States, this has led to significant savings and more competitive in the traffic of goods between these countries prices.

It is important to note that this provision takes effect must be met among other requirements, one that is essential for the enjoyment of this product tariff preference certificate of origin and rules of origin, which has the same products in this study plan.

Note that for the benefit of the product, from an agreement between Mexico and Canada, which came into force on January 1, 2003, tariffs product release extends NAFTA alcoholic beverages, so that the product would not have to pay tariffs when imported.

In addition to any duties, imports are subject to federal value added tax, called GST (7%).

As product logistics, the amount to be transported consists of a total 5,400 liters of white Ron. The amount to be exported and packaging are 7,200 bottles of 750 ml in 600 boxes with 12 bottles each.

The number of transport units to be used are only one unit with the following characteristics:

Net weight of the transported product:

White rum

Unit weight kg

Quantity Units

Total

Bottle

.434

7,200

3,124.8

Content

.750

7,200

5,400

Net weight

1.184

8,524.80

Gross weight of transportation:

Concept

Unit weight kg

Quantity units

Total kg

Net weight

1.184

7,200

8,524.80

Box and spacers

0.50

600

300.00

Plastic

5.00

8

40.00

Palllet

25.00

8

200.00

Container weight 20”