# 4.2 Focus on the language of SWOT analysis

Next, you will look more closely at some of the language used in Sarah’s analysis.

## Activity 3

Listed below are some of the phrases Sarah used in her SWOT analysis of Greggs to talk about strengths, weaknesses, opportunities and threats. Decide which category each phrase belongs to by selecting from the drop-down options.

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## Activity 4

Read Sarah’s SWOT analysis again and note down any further words and phrases that may be useful for when you write your own SWOT analysis later in this course. Your notes might include new vocabulary (make sure you check definitions in a good dictionary such as https://dictionary.cambridge.org) or useful phrases for showing analysis, e.g. for expressing a viewpoint, making recommendations or describing cause and effect (i.e. why something is the way it is).

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### Discussion

You will have made your own choices for this activity. Here is a list of language which is useful for expressing analysis. Remember that the process of analysis includes:

- breaking down a situation in order to understand it better, often supported by a framework, e.g. SWOT
- weighing up the relative importance of the facts
- identifying cause and effect
- selecting the most relevant information
- shaping and organising relevant information
- evaluating and recommending.

## Useful language for writing a SWOT analysis

Useful language used to express a viewpoint based on evidence:

- It is apparent that …
- It is clear that …
- These strengths work together to produce …
- Lastly, a major advantage over the competition is that …

Useful language for making recommendations:

- the business has to address …
- … is a priority
- there needs to be …
- the aim of this recommendation would be …
- by … , the company will …

These examples are from Olatunji (2024, emphasis added):

- ‘This brand appeal has enabled Greggs to attract a diversified customer base … proving the company’s broad market reach.’
- ‘This widespread retail presence has allowed the corporation to service customers more easily’
- ‘Greggs’ capacity to change its product offerings has also been a crucial asset, as indicated by its successful transition to food-to-go and plant-based options’
- ‘This agility has enabled Greggs to remain relevant and suit evolving customer tastes’

OpenLearn - Business communication: writing a SWOT analysis
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