INTERNATIONAL COMPETITIVENESS OF THE EXPORT BUSINESS OF CONCENTRATED APPLE JUICE

The size of the international market for apple juice concentrate (JCM) is USD 2000 million.The main actors are China, Poland and Turkey, which explain 55% of the participation, while Chile has a share of 3.7%.Due to the high competition of this economic activity, it is relevant to analyze the competitiveness of this agroindustry.The objective of this work was to determine the competitiveness of the Chilean JCM export business.A total of 8 competitiveness indicators were determined for 32 countries, with greater appreciation in exports, in the period 2015-2019: Revealed comparative advantage index, Tradability, Degree of export openness, Degree of import penetration, Market specialization index, Distance between the supplier and the buyer, Lafay Index and Market Insertion Matrix.These were assigned a score to prepare a ranking, in which Poland, Chile and Serbia stand out as the most competitive countries.Potential markets (Canada, India, Netherlands, Russia and Spain) were identified through an international demand matrix.Chile is a competitive country in the export of JCM, however, trade agreements do not provide greater competitiveness, because other suppliers sell at lower prices and/or are located at a shorter distance from the destination.The fact that the Chilean supply is not burdened with tariffs is not enough.