Articles
COMPETITIVENESS OF CHILEAN PEAR EXPORTS
In 1995, 146.800 tons were exported with a value of US$ 80.9 millions.
The main market is Europe, but sales to USA, Latin America and Asian markets, have increased steadily.
The methodology, based on CAN (Competitive Analysis of Nations, created by CEPAL), was used to obtain a bi-dimensional vision of the competitive evolution, determined by “market attractiveness” and “market share” during the period 1985–1993. The markets selected were Holland (HO), USA, Saudi Arabia (SA), Hong Kong (HK), Brazil (BR) and Colombia (CO); which correspond to 28.0; 22.4; 2.7; 1.3; 3.3 and 3.5% of total pears exported in 1995. HO, USA, SA and CO appear as markets of great attractiveness; while HK and BR are markets of low attractiveness.
The analysis of “market share” showed export to SA and HK as “dynamic”, the rest presented a tendency towards “stability”.
The results lead us to conclude that only exports to USA appear as “rising stars”, because this Chilean produce has increased its commercial position and, at the same time, has the conditions to continue its expansion in this market.
Exports to markets in HO, USA and CO (main market) appear as “lost opportunities” since, even though they have the market conditions to grow, the produce offered by Chile has shown lack of competitiveness.
Exports towards HK are placed as “decaying star”, because its pear importing structure has evolved at a lower pace than the average of the world markets; however, the share of Chilean export has shown an interesting development with positive competitiveness.
Finally, exports to BR show the lowest competitiveness and, in this study, are classified as “backwards”, since its “attractiveness” and “market share” show a modest evolution which is lower that the average of the world market.