Abstract

The main objective of the research was to determine the deficiencies of the current situation of the Peruvian cocoa value chain and pose an integral improvement in its proposals through the competitive factors in question. In order to achieve it, these tools were used: the analysis of the value chain and the analysis of Porter's competitive diamond. The analysis of the value chain allowed a complete ‘photograph’ of those who have participated, how, with what interests and their interrelations, allowing to visualize the needs and potential of the different actors for individual and joint improvement. In the analysis of Porter's competitive diamond, the components of the cocoa sector were interrelated. The improvements in the value chain were: the result of the linkage of the strategy, the structure and the rivalry between the companies of the sector, the condition of the factors, the conditions of the demand, and the related and support sectors or cluster, which are activities linked between the companies involved in a cocoa sector; all of them fundamental to achieve competitive advantage; that will reduce the gap of the different links turned into competitive factors, to give rise to the development of capacities and to generate exportable supply of cocoa in different niche markets, which, to date, is around 100 000 tons. The operations of agricultural production, post-harvest and transformation requires substantial improvements to avoid non-quality costs and the low retribution of the value of cocoa to the farmer. From the problems encountered, a set of strategic guidelines is derived in the short, medium and long term, projecting a competitive chain for the future, such as positioning by ‘differentiation’, aimed at producing fine cocoa or aroma cocoa, organic cocoa and innovation in products with Peruvian cocoa.