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Cocoa is one of the mainstay commodities of the plantation which is the governments priority in agricultural development in the future. Jember Cocoa productivity lower than productivity cocoa in East Java and nationally, the low quality and productivity has made Jembers Cocoa competitiveness decline. The objectives of this study are 1) Analyzing the potential of cocoa in Jember Regency; 2) analyze competitiveness (competitive and comparative advantage); 3) formulate a strategy to improve Jembers cocoa competitiveness. This research is included in the type of survey research used for exploratory and descriptive purposes. The sampling technique is done by the non-probability method with secondary and primary data, to analyze the data using the Technical Analysis Matrix (PAM) analysis, SWOT - based on the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix, relative competitive position matrix ,and Internal and External (IE) matrices. The results showed that Jember Cocoa has competitiveness, both in terms of its comparative and competitive advantages. The condition of agribusiness Cacao Jember is in the development of an aggressive strategy where the agribusiness cacao Jember is in the most favorable conditions because it has many opportunities and strengths that can be used to improve the competitiveness of its products. The strategy adopted in this condition is to support an aggressive growth policy (growth oriented strategy). The main priority of Jembers cocoa competitiveness strategy is the SO (Strengths-Opportunities) strategy, which is a strategy that utilizes land availability and suitability, farmer resource support, cohesiveness of established farmer groups and local traditions and culture to meet cocoa demand, both for local markets as well as exports with support in the form of government commitments, ever-increasing selling prices, and the presence of investors.