Use the SWOT analysis framework introduced and discussed in Session 4 of Book 1 and draw on the other case study analysis skills you have practised in Book 1. These include the active reading process, framing the case, identifying influences and impacts, proposing solutions and writing persuasively.

Note that the complete case study presented here includes the extract on Brompton Bicycle you read for TMA 01, with some additional information, and three expert views.

Using the feedback you received from your tutor for TMA 01 and reading carefully the full case study, identify the strengths and weaknesses of Brompton Bicycle, and the opportunities and threats that face it.

This task requires you to frame the case study analysis using a SWOT framework.

First, you should complete the mapping of the case which you began in TMA 01.
Then you should create a SWOT analysis table using brief noun groups (See Book 1, page 130 for the correct table design to follow).
You should then write up the analysis in paragraph form, using the SWOT analysis table to help you, and include the SWOT table in your text. You should follow the paragraphing structure of Text 4.3 in Resource Book 1 as a guide.
End your analysis with recommendations to Brompton Bicycle about their best way forward to business success. Be careful not to confuse opportunities which are outside of the company’s control with recommendations which the company can put into action. There are three expert views at the end of the case study. In your recommendations, you can combine what is written by these experts; or you can decide to use some of their recommendations but not others; or you can make up your own recommendations.
As with TMA 01 the title should indicate the purpose of the task, for example: ‘A SWOT analysis of Brompton Bicycle’. This is not included in the word count.

Referencing becomes part of the marking criteria from this TMA onwards. When you use information from the case study you...

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