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

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8.1 Ordering information

Next, you will learn about the importance of selecting and organising information carefully when writing a paragraph.

Activity 12

Read this paragraph from Michael’s SWOT analysis where he outlines the weaknesses he identified in the case study text. Then, look again at the list of weaknesses from the SWOT table (shown again below) and answer the following questions:

  1. Which point from the list of weaknesses does Michael put first in his paragraph?
  2. Why does he put this point first?

Paragraph 3 of Michael’s SWOT analysis

Although Brompton has many strengths, it also has weaknesses. The main weakness is that the company is not growing in line with the rest of the market. The market has grown 20 – 25% year on year and Brompton has been unable to match this rise. This growth has been constrained by inefficient production methods and the inability to produce enough bikes to meet consumer demand. Being based in London makes production more expensive as staff costs are high here and, as Brompton is unwilling to relocate, this will continue to be a weakness in future. Finally, the issue of patent expiry has not been addressed and there appears to be little research and development into future products and services taking place. Brompton relies on traditional engineering methods and is not looking to the future with how it can innovate further to develop products to meet the demands of customers and improvements to its production methods.


  • Slow inefficient production methods
  • Limited capacity to manufacture enough bikes to meet demand
  • Market growth 20–25% per year; losing share
  • Patents expired
  • Based in London, high running costs
  • Unwilling to relocate
  • No development of product
  • Growth constrained through its manufacturing capability


The point that Michael has put first in his paragraph is the fact that the company is ‘not growing in line with the rest of the market’, which relates to the third point on the list of weaknesses, in particular the words ‘losing share’. This is because Michael has identified this as the ‘main’ point, the most important one from the list. It is the main point because it is the most serious weakness and as such, it affects the sustainability and success of the business.