8 Writing an effective SWOT analysis

A word cloud centred on the word ‘Greggs’, which is the largest word. The other words: ‘brand’, ‘change’, ‘cult status’, ‘disadvantaged areas’, ‘diversifying’, ‘expansion overseas’, ‘guilty pleasure’, ‘huge volumes’, ‘national treasure’, ‘sugar, fats and salts’, ‘transformation’, ‘vegan’, ‘bacon roll’, ‘cheap’, ‘coffee’, ‘falafel’, ‘mayonnaise’, ‘obesity rates’, ‘pastries’, ‘pasty’, ‘plant-based bakery products’, ‘retail strategy’, ‘salads’, ‘sausage roll’, ‘branch’, ‘food-to-go’, ‘heritage’, ‘hot foods’, ‘middle classes’, ‘pivoted,’ ‘puff pastry’, ‘reinventing’, ‘simple menu’, ‘social media influencers’, ‘south of England’, ‘taste’, ‘calorific content’, ‘consumers’, ‘healthier eating’, ‘manufacturing facilities’, ‘market trends’, ‘railway stations’, ‘research’, ‘sales’, ‘stores’, ‘travel outlets’, ‘airports’ and ‘bakery chain’.