The 2013 Import and Export Market for Rum and Tafia in Guatemala

On the demand side, exporters and strategic planners focusing on rum and tafia in Guatemala face a number of questions. Which countries are supplying rum and tafia to Guatemala? How important is Guatemala compared to others in terms of the entire global and regional market? How much do the imports of rum and tafia vary from one country of origin to another in Guatemala? On the supply side, Guatemala also exports rum and tafia. Which countries receive the most exports from Guatemala? How are these exports concentrated across buyers? What is the value of these exports and which countries are the largest buyers? This report was created for strategic planners, international marketing executives and import/export managers who are concerned with the market for rum and tafia in Guatemala. With the globalization of this market, managers can no longer be contented with a local view. Nor can managers be contented with out-of-date statistics which appear several years after the fact. I have developed a methodology, based on macroeconomic and trade models, to estimate the market for rum and tafia for those countries serving Guatemala via exports, or supplying from Guatemala via imports. It does so for the current year based on a variety of key historical indicators and econometric models. In what follows, Chapter 2 begins by summarizing where Guatemala fits into the world market for imported and exported rum and tafia. The total level of imports and exports on a worldwide basis, and those for Guatemala in particular, is estimated using a model which aggregates across over 150 key country markets and projects these to the current year. From there, each country represents a percent of the world market. This market is served from a number of competitive countries of origin. Based on both demand- and supply-side dynamics, market shares by country of origin are then calculated across each country market destination. These shares lead to a