Abstract

QUELALI MAMANI, Lorenzo. Analysis of the organic coffee value chain to generate a cost leadership strategy for the Local Central of Coffee Cooperatives - CELCCAR L. of the Province of Caranavi La Paz. Apthapi [online]. 2023, vol.9, n.2, pp. 147-156. ISSN 0102-0304.

ABSTRACT:                 Competitiveness is explained from aspects such as the "Value Chain", the "Diamond Analysis", factors that, according to Porter's approach, explain competitiveness from various angles: internal functioning of companies (financial, productive, social, etc.), market structure (internal and external), power of existing competitors, threat of new competitors (national and international), power of buyers and suppliers, substitute products, etc. According to what Michael Porter pointed out, these competitive conditions are: Cost leadership (lower price than the competition), achieving a differentiated product from the competition (for the same price, better features), or dominating a "niche" of the market (exclusivity in use). None of these competitive conditions can be achieved if there is no organizational structure designed to manage a market that is now more complex. Specific case in which the Local Central of Coffee Cooperatives - CELCCAR L. of the Province of Caranavi La Paz. Caranavi, the coffee capital of Bolivia, has around 19,000 producers and 17,000 planted hectares, and receives the support of two large organizations at the national level, such as the Federation of Exporting Coffee Growers of Bolivia (FECAFEB) and the National Association of Coffee Producers (ANPROCA). In the Caranavi province, 95% of the coffee is produced nationwide, and the quality of the product is recognized internationally, since great care is taken with quality. Coffee is sold to Germany, the United States, Canada, France, specialty coffees, and has recently arrived in Asian countries. The coffee value chain in Caranavi begins with suppliers and raw materials. The use of organic fertilizers in coffee crops does not exist suppliers, on the other hand, organic coffee production is linked to modernization, density management, varieties, harvest, quality of coffee beans for export, transformation into beverages. And so this research is based on the following research question: How can the organic coffee value chain contribute to defining a cost leadership strategy that is applied by the Local Central of Coffee Cooperatives - CELCCAR L. de la Provincia? de Caranavi La Paz?, same question that under methodological criteria (steps to follow) will be answered with the present investigation.

Keywords : Value chain; leadership strategy; organic coffee; cost leadership.