Griffin is a major competitor for the company Mrs. Higgins. Griffin are seen to be cookies sold to tier 1 and tier 2 cities and mainly focus on women in the age group of 25 and 50 years. Griffin has a very long history of selling bakery products and is also seen to enjoy good reputation. The successful strategizing of a company over many years will lead to good reputation for the company. Research studies indicate that companies who have a very long history might also possess early mover advantages and hence might have a better command over market segments. Griffins does have a command over some of the major consumer segments because of its diversity in products. For instance, the company is noted to have good brand presence with both adult age groups and children to young adults which indicates the company is very well situated compared Mrs. Higgins.
Secondly, a common threat that is facing most of the food and beverage industry is that of the health issues. Consumers want to eat healthy and hence all major manufacturers are forced to offer alternatives in addition to their normal products in order to cater to this segment. In the case of Griffins a non-sweet alternative in the form of English Breakfast plain biscuits is advocated. This is once again a competitive strength of Griffins that Mrs. Higgins has to be aware of. This form of competitive strategy aims to create consumer segments and also ensure consumers are interested in the brand continuously.