Quality of chocolate​​​​​​​​​​
For Godiva and their competitors, they all claim to have the best quality of chocolates. For Godiva, the brand comes from Belgium best known for their chocolates and even Royce, even though it originates from a different country, Japan, it is still a country well known to focus on their quality products. Hence the high quality of chocolates seems to be a common trait between Godiva and their competitors. Even Laurent Bernard chocolates have a history of high quality chocolates as its French founder has 20 years of culinary experiences at 5 stars hotels and resorts.

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Catching up on some product offerings​​​​​​​​​​
Godiva’s competitors are offering a range of products that are similar to theirs. For both Royce and Laurent Bernard they do have a range of pre-packed cookies and biscuits for their customers, acting as effective substitutes against Godiva’s range.

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Having a variety of Chocolate choices​​​​​​​​​​
Godiva is famous for having a large variety of chocolates that allow their customers to choose from. However, the group realizes that Godiva’s competitors are catching up slowly but surely when it comes to offering more choices. For example, Royce is also offering liquor chocolates while Laurent Bernard even offers pastries like chocolate cakes.

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Price point
Between Godiva and their competitors, the group found out that there is very minimal difference. Using a measurement point of price per 100g, the average price of the chocolates is approximately SGD$23 with a standard variation of SGD$3. Hence in terms of price point, Godiva does not stand out too greatly as a superior chocolate choice amongst their competitors in the case Laurent Bernard and Royce.