Comparativo de cadenas de valor para las empresas de repostería saludable Xocolat and More (Colombia) y Pastelosofia (España)

Abstract

This article has the objective to expose the learned lessons of the following case. The reference of an international healthy confectionery Spanish company (Pastelosofia) in the process of growth of a Colombian in the same market (Xocolat and More). First of all. It is presented the importance of this type of economic activity. Emphasizing the health, the economy, and the consumption culture. Then the primary activities of Xocolat and More are shown. Taking Michael porter’s Value Chain model as a theoretical reference. In the same way. The activities of Pastelosofia show one by one and lessons related to each link in the chain are analyzed and compared. In a conclusion, it is stated that healthy confectionery is an adequate alternative to improve people’s health without the need of reducing the consumption of candies, cakes, or other desserts. Although it may be a little bit expensive. Its benefits are worth it i.e. Prevention of diseases related to poor eating habits. It was founded that a lesson Xocolat and More could take from Pastelosofia is to improve and build greater relationships with companies specialized in the commercialization of this type of product. Because the production scale depends, to a large extent, with the sales agreements with these companies. On the other hand, regarding supply management, they could implement some strategies to take ownership of their supply chain. Finally, it is recommended to create a form that allows them to segment their customers in a more detailed way.