The thesis, developed as part of an 800-hour curricular internship at Barilla G. e R. Fratelli S.p.A., analyzes the application of Value Chain Analysis as a quantitative tool to support pricing decisions and profitability management in export markets, with a focus on the Colombian market. After framing the competitive context of the LATAM region and the recent transformations of the Modern Trade channel in Colombia, the work integrates a microeconomic analysis of demand with the detailed reconstruction of the value chain downstream of the process. The aim is to assess how price changes affect the distribution of margins among the different players in the supply chain (manufacturer, distributor and retailer) and the company's actual ability to capture value.