Manufacturing is one of the main pillars of Mauritian economy and remains a major foreign exchange earner for the island. Although there has been a shift from manufacturing sector to service sector, the former still plays a vital role in the financial system of the Island and it has contributed to 20.1% of GDP by end of September 2009. As such within this sector, food manufacturing has been growing and it bears significant importance for Mauritius. Despite an increasing competitive environment and the impact of global financial problem within the confectionery market, biscuit market is still alive in Mauritius and worldwide.

With the emergence of globalization process there is cut throat rivalry and it changes the traditional way of doing business. Formally or informally organisations engaged in an enormous number of activities that is known as marketing in business jargon. To make people conscious of products on the market, organisations are increasingly having recourse to marketing whereby there has been a shift from product led strategies to customer led strategies by fulfilling customers’ needs and preferences. Firm must ensure that it produces the right product at the right price using the right promotion and the right distribution method. Nowadays customers prefer to buy from companies whose products do not only satisfy their needs but which also delight them with certain characteristics which are not available to competitors.