AN ANALYSIS OF MARKET DIVERSIFICATION STRATEGY AND COMMERCIAL COMPETITIVENESS IN THE COCOA BEAN EXPORTING COMPANIES

The research aimed to analyze the competitiveness and diversification of Peru’s cocoa bean exports. The main issue revolves around the need to avoid market concentration, which could lead to price dependency, and the importance of maintaining high competitiveness to ensure the continuity and leadership of exports. To this end, two key indicators were used: 1) the Herfindahl-Hirschman index (HHI), widely used in various studies, and 2) the revealed comparative advantage (RCA) indicator to evaluate competitiveness. The findings indicate that Peru maintains a competitive position in markets such as Malaysia, Indonesia, and Mexico, albeit with some variability. Additionally, it is noted that the Netherlands, Germany, Malaysia, and the United States (US) are the main importers of cocoa, with fluctuations in their import volumes. The research concludes that although Peru has achieved a comparative advantage in several markets, it is crucial to focus on improving production quality and efficiency, as well as diversifying markets to mitigate risks associated with price volatility. The relevance of the article lies in its contribution to understanding market dynamics and formulating strategies that enhance the competitiveness and diversification of Peru’s cocoa sector, ensuring its economic and social sustainability.