Cocoa product and cocoa preparations remains as one of the important commodities traded globally. Export cocoa bean as raw materials are still originated from producing countries, while export of processed cocoa remains from more advanced countries. As the cocoa market remains saturated, this research tried to address the problem by providing analysis for cocoa exporters to diversify their market and understand new market opportunity. Thus, this research used the shift-share technique to analyze the relative importance in cocoa sectors and their potential market opportunities. This research used secondary trade data of top twenty importing countries in cocoa product and cocoa preparations within 2014-2018. The result of the study indicates that cocoa powder and chocolate remained as the competitive sectors in cocoa product and cocoa preparations. While other cocoa products, such as cocoa bean, cocoa chips, cocoa paste and cocoa butter exhibited a losing market share. India and Poland show as the potential market opportunities that can be targeted for cocoa powder exporter. In addition to that, this research indicates that UAE and Poland offer market opportunities for chocolate export from other countries.
Volume 12 | Issue 1
Pages: 352-358
DOI: 10.5373/JARDCS/V12I1/20201914