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# 8.3 Writing a well-structured paragraph

It is important to select and organise information carefully when writing a paragraph. In the next activity, you will look at paragraph 4 of Tommy’s SWOT analysis of Greggs and the list of opportunities from his SWOT table, and you will analyse the way in which he has chosen to organise the information.

## Activity 12

Read the list of opportunities from the SWOT table and paragraph 4 of Tommy’s text. Look at the way Tommy has organised the information from the table into a well-written paragraph for the reader.

In the text box below, make a note of which point from the list of opportunities Tommy puts first in his paragraph and why you think he has done this.

## Table 8 Opportunities from Tommy’s SWOT table

Opportunities
Extremely popular with online community Trend towards healthier eating Expansion in the South Expansion into the appropriate overseas market

(Cartmell, 2024)

#### Paragraph 4 of Tommy’s analysis

### Opportunities

Regardless of the weaknesses discussed above, there are opportunities for further development at Greggs. The first of these is the growing trend for healthier eating (Gill, 2023). It is possible that Greggs could further widen its customer base by offering an expanded range of healthy or non-meat products. This was demonstrated by the increase in profits following the launch of the Vegan sausage roll in 2019 (Gill, 2023). Popularity with social media influencers (Gill, 2023) is an opportunity to raise awareness of healthier food options and reinforce the positive aspects of the company, such as the support given to the disadvantaged. Gill (2023) states that Greggs has many possibilities for expansion because the company and product range have evolved since 2008 and may be better suited to certain foreign markets such as Australia. Finally, as the demand for healthier food grows, it has the potential to expand in the South of England because Greggs has just 40 outlets in London (Gill, 2023) to serve a city of that size.

(Cartmell, 2024)
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### Answer

The point that Tommy has put first in his paragraph is the fact that the company has an opportunity to target customers who want healthy food. This relates to the second bullet point, ‘Trend towards healthier eating’, in the table. In doing this, Tommy has identified this as the ‘main’ point – the most important one from the list of opportunities. It is an area that the company can easily expand by offering healthier and non-meat products to customers.

To find out why it is a well-written paragraph, read the comment next.

### Comment

This paragraph is an example of a well-written passage from a SWOT analysis. It has a number of features which make it a good example. These are the main ones:

- A good theme sentence: The paragraph begins with a clear topic sentence: ‘Regardless of the weaknesses discussed above, there are opportunities for further development at Greggs.’ This effectively signals the main focus of the paragraph, which is exploring opportunities for Greggs.

- A logical progression of ideas: The paragraph moves logically from identifying general opportunities (healthier eating trends) to specific examples (the success of the vegan sausage roll and potential foreign market expansion). Pronouns such as ‘this’ and ‘these’ are used to refer back to the information already given. Each point builds on the previous one and creates a coherent flow of the text.

- Use of signposting language: Phrases like ‘The first of these’, ‘This was demonstrated by’, and ‘Finally’ guide the reader through the argument clearly and indicate the sequence of ideas. Contrast is also signposted effectively with ‘Regardless of the weaknesses discussed above’, which connects the paragraph to the previous section.

- Use of relevant key concepts: The paragraph integrates key business concepts such as market trends, product innovation, social media marketing, and geographic expansion. It also references consumer demand for healthier products, which is a crucial factor in the food retail industry.

- Objective language: The language is neutral and fact-based. For instance: ‘It is possible that Greggs could further widen its customer base’ uses cautious (the use of ‘possible that’), objective phrasing rather than making unsupported claims or giving personal opinions. The use of citations – ‘(Gill, 2023)’ – for the source (case study) reinforces the objectivity.

- Evaluative language: The paragraph uses evaluative terms like ‘demonstrated by,’ ‘has the potential,’ and ‘may be better suited’. This shows an analysis of the company rather than just a description of the company. It also assesses the likelihood of future opportunities rather than merely listing them.

## What makes a well-structured paragraph?

There are a few general rules about what makes a well-structured paragraph. Usually, a paragraph in a piece of formal writing:

- is linked to the previous paragraph through signposting and/or explanation
- makes the main point (often called a high-level generalisation) in the first sentence or the first couple of sentences
- develops the main point through giving examples or further details (often called low-level details)
- uses signposting to guide the reader
- uses pronouns to refer back to information already given (e.g. ‘this’, ‘it’ or ‘they’).

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OpenLearn - Business communication: writing a SWOT analysis
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