- primrose-bakery, 2021 Our Story [Online] Available at : https://www.primrose-bakery.co.uk/our-stor [ Accessed on 21.3.21] 

- Widhiasthini, N.W., Suryawati, P.I. and Pika, P.A.T.P., 2020. Bakery product choices and behavior change for different generations. International Research Journal of Management, IT and Social Sciences, 7(5), pp.188-195.

- Primrose-bakery (2021).  Cupcakes from the Primrose Bakery : Cupcakes from the Primrose Bakery. Book Depository [online]. Available from: https://www.bookdepository.com/Cupcakes-from-Primrose-Bakery-Martha-Swift/9781856268479 [ Accessed on 22/03/2021].

- Primrose-bakery.co.uk (2021). Cupcake Baking Courses London | Primrose Bakery. [online] Primrose-bakery.co.uk. Available at: <https://www.primrose-bakery.co.uk/shop/classes> [Accessed 24 March 2021].
Primrose-bakery.co.uk (2021)  Special Classes [online] Available from: https://www.primrose-bakery.co.uk/shop/themed-classes [ Accessed on 29/03/2021].

- Primrose-bakery.co.uk (2021). Primrose bakery [online]. Available at : https://www.primrose-bakery.co.uk/ .Accessed [29.03.2021].

- Virgin start up (2020) Martha Swift: Think Big but start small when you start a business. Virgin start up [ online].Available at:https://www.virginstartup.org/how-to/martha-swift-think-big-start-small-when-launching-business .Accessed [29.01.2021].

Primrose bakery has a bakery in Primrose Hill, London which allow local to come in and make a purchase. They also have different channels where they can reach their customer segments just outside the area. (Primrose Bakery, 2021) Advertising with digital marketing through online articles, official website providing any information customers may want or need to know, as well as the product catalogue, classes and making an order and social media platforms with large number of followers which allows them to reach a wider target market, such as Instagram (129K), Twitter (17.6K) and Facebook (29K). (Primrose Bakery, 2021) These are known to be more cost efficient and work best; most people have a social media account, as it cost nothing to join, and it allows them to share posts with their family and friends and Through social media insights also allow them to check on their customer segments, audience; age, gender, best time to post when its most active, and location and potential customers from other cities or countries would know about them and make a visit when they’re around the area.

Through newsletter they can advertise or send any updates about new cakes, gifts, services, etc. to their customers who has subscribed. (Primrose Bakery, 2021) When customers have good experience, they can share these experiences to potential customers through online reviews and word of mouth to family, friends and colleagues. (Primrose Bakery Tripadvisor, 2021) They also advertise using traditional marketing such as press features on newspapers and magazines, which allows them to reach customers offline who has no social media or internet. (Primrose Bakery, 2021)

With families and children, they may look for different events or celebrations such as birthday, Mother’s Day, easter, or simply just want to treat the family members or their children, also with the sweet and beautiful decoration, they are able to lure the children to make their parents to buy it. With couples or adults, they may look for engagement or wedding cakes, or any celebrations, which allow them to choose different types of cakes or desserts for the guests or other half. (Primrose Bakery, 2021)

Students and sweet eater customers would be looking for their favourite flavour or based on the decoration which can attract them to buy or try new desserts. Corporate also will look at the class service for their staff for bonding exercise or simply just to treat their staff for their hard work. (Primrose Bakery, 2021) Free from range will lure people who have specific dietary requirements such as vegan, gluten free or naturally sweetened desserts, in which not many bakeries have to offer. (Primrose Bakery, 2021) People who love baking would take classes or buy cakes to recreate it at home. However, through lockdown, they have launched DIY kit who are available to the customers throughout UK. This allows them to bake their own dessert at home. (Primrose Bakery, 2021)

Primrose Bakery has a very professional website where all products and services are exposed in the product catalogue for customers who prefer to order online.
Primrose bakery products (delivery cost) - delivered within London area or collection in-store, customers can order online, phone, in-store, email or WhatsApp.
Primrose activities - they do serve breakfast every day of the week; for weddings, the bakery offers rental set up services with a full delivery, customise any cakes on clients requests and on top of that, complimentary consultation with wedding consultants.
They have an online gift shop; mugs, greeting cards, plastic cups, candles, vouchers of £10, £20, £30 and recipe books.

3 DIY baking kits - launched during the lockdown great for everyone, available across London a few items throughout the UK.
 Location hire – the location is valid for rent for various occasions (Primerose Bakery, 2021).

Those sales such as location hire, weddings, classes, serving breakfast, gift shop, and selling books are the most important activities that help generate income.

The bakery is  counting many famous faces in their client's list because they are on the list of the best bakery and deliveries,  the following are proof of this :
- https://www.countryandtownhouse.co.uk/food-and-drink/best-bakeries-london/
- https://underthedoormat.com/explore-london/10-of-londons-best-bakeries

This bakery is using only fresh seasonal ingredients of high quality, free-range eggs and organic products.

Cake decorations - everything is hand-iced to really give the essence of simple old-fashioned cooking (Primrose Bakery, 2021). Primrose Bakery also has several books on the market where cupcakes lovers can find various recipes and discover secrets:

The Primrose Bakery book contains over 100 inspirational recipes and easy to follow for cupcakes, layered cakes, cookies, bread, and more tips like the perfect icing. 

- Primrose Bakery Celebration book – 3rd book sharing new flavours.

- Primrose Bakery every day – the 5th recipe book divided into 4 seasons.

They do offer classes -  all the participants receive tea, coffees, cold drinks also a Primrose Bakery tote bag and a voucher for a free delicious Primrose cupcake to redeem next time coming in. Participants can learn and discover secrets and how to customise their own cakes from the best Chefs: Standard classes, Special classes, Private classes, Corporate events/classes, each class has a different price.

Contact us page - FAQ - they have a special section on the website with the most general questions to make the purchasing process easier. They can also create their own account plus and cake emergency contact telephone number (Primrose Bakery, 2011).

The backlash they were facing for the processed food was hampering their reputation and revenue generation. The customer was avoiding bakery items for high sugar content which was actually becoming a health concern for the UK citizens. Another problem that Primrose was facing unavoidable circumstances due to the Brexit situation as the UK imports over £2bn baker products from the EU (Gasiorek et al., 2019). With the new legalities, the bakeries such as Primrose bakery were facing problem getting hands-on their key ingredients. All the combination of situations were greatly hampering Primrose bakery to function effectively.

Primrose bakery handled the Brexit situation by producing imported raw material in the home state (primrose-bakery, 2021).  This approach was profitable and offered customers assured high quality of food products. This not only started to attract more customers but their popularity increased. A bakery serving gluten-free bread, cakes with no sugar and added preservation was a big hit in the market. They even constantly kept promoting their business online to engage customers a lot more. Primrose bakery were successful in limiting the use of colour, artificial flavour, humectant and sugar content. Instead, they used natural products, fruits, flavours with nutritional benefits. Primrose proved that having a vision, being bold and staying committed to the plans surely brings success to the company  (primrose-bakery, 2021).

 Primrose Bakery is a bakery shop, based in London, which was initially founded in October 2004. The company was initially started by Martha Swift and Lisa Thomas for baking cakes, especially for the birthday parties of children (Primrose Bakery, 2021). The unfair advantage of the company is that the bakery delivers products all across the London (Primrose-bakery.co.uk, 2021). Besides, within a span of 15 years only, the sole owner of the business Martha has laid the company to own five bestselling cookbooks. In order to make the delivery process easier, an application has also been developed. In the local markets where the company operates, the maximum delivery timing is half an hour ( Primrose Bakery, 2021). Therefore, the efficiency of the organization to keep the productivity integrated during the peak seasons, the production process is effectively maintained along with the delivery and supply chain management. Even during the late phases of Covid-19 pandemic, the company has delivered birthday cakes and pastries to the local places in London. The people also like the products, because the company is still family owned and everything which is used as ingredients is hand iced and baked. Therefore, the essence of simple and old fashioned cooking strategy is persistent in the company ( Primrose Bakery, 2021). 

From the above discussion, it can be concluded that the Primrose Bakery has the advantage of being a family-oriented business and serving the people of London with supreme quality of cakes and pastries. Besides, the revenue which is generated from the application and cookbooks are other forms of ways by which the company generates the revenue.