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Business communication: writing a SWOT analysis
Business communication: writing a SWOT analysis

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5 Understanding an assignment title

Brompton Bicycle is a British company which manufactures folding bicycles aimed at commuters and others who want to be able to take their bicycle on public transport. You are going to examine an assignment question about Brompton Bicycle, and then access two sources of information about this company from the media, to practise using the SWOT framework to analyse the business.

Described image
Figure 4 The Brompton Bicycle.

Activity 5

Read this question, which is a typical assignment question from a university Business and Management course. Underline the key concepts and highlight the instruction words.

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Use the SWOT framework to analyse the internal and external environment of Brompton Bicycle as described in the case study. Provide recommendations to Brompton Bicycle about future actions they should take for business success.

Word count: 500–600 words


The instruction words tell you what to do. They inform you which framework to use, they ask you to ‘analyse’ and to ‘provide recommendations’. Identifying the instruction words in an assignment question is a crucial first step towards getting the answer right.

The key concepts include the SWOT framework, the internal and external environment, and case study, as described above. These are specific terms with specific meanings relating to a business context.