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

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8.4 Write your own paragraph

You’ll now put theory into practice, as you construct your own short and informative paragraph.

Activity 15

Choose one section from the completed SWOT table for Brompton Bicycle and expand the information to write your own paragraph of approximately 150 words for the assignment title below. Choose any section apart from the weaknesses section, as this was used in the example for the previous activities. Use the tips and advice given to make your decisions about ordering and organising the information so that it is coherent for your reader. This means starting with more general information and moving on to more specific information. You can omit points that you consider to be very minor to keep to the word limit, and remember to check that you are using formal language. You do not need to include recommendations at this stage.

Assignment title

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.

SWOT of Brompton Bicycle

Strengths   Weaknesses
  • Debt-free firm
  • Best folding bike
  • Design covered by copyright
  • Investment in manufacturing already made
  • Reduced costs due to outsourcing non-core manufacturing.
  • Engineering ethos/attention to detail
  • Niche product
  • Spares and aftercare revenue
  • Effective word-of-mouth marketing
  • Waiting list reduced
  • 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
Opportunities Threats
  • Growth potential in a rapidly expanding global market
  • Increase marketing presence


  • Competition from other manufacturers 
  • Price undercutting from competitors
  • Competitors’ R&D departments are improving their products
  • Seasonal demand issues


Write your paragraph here:

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This activity has involved transforming the notes you made on the text into a paragraph to make up part of your analysis. This is a process of organising the information, expanding it and using your own words to provide an analysis. How did you find the process? You will need to follow this process for any case study analysis drawing on different sources. If you need more general advice on academic writing, visit the Academic writing page [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)] within the Skills for OU study section of the Open University website.