Pestle and Swot Analysis of Event Industry

The assignment requires a Pestle and Swot analysis of the event industry, which involves identifying internal and external factors that influence the industry. The report will analyze various types of events organized in society, their economic, cultural, and social benefits, and the prime reason for the development of the event industry. It will also reference several books, journals, and online sources to provide a comprehensive understanding of the topic.

Global Events

Table of Contents
INTRODUCTION...........................................................................................................................4
PART A...........................................................................................................................................4
Diversity of the global events and their role in society..........................................................4
Factors that influence the development of event industry......................................................6
Evaluation of key factors that influence the development, structure and their role ..............7
Critical evaluation techniques that show the factors that influence and shape event industry7
Evaluation of the value, impact and legacy of global events on environment.......................7
Review management strategies to support responsible event development...........................8
Critical evaluation of specific management strategies used by event industry to support
responsible event....................................................................................................................9
Critical assessment of impact of global events on different level of environment................9
PART B............................................................................................................................................9
Covered in PPT.......................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1
.........................................................................................................................................................1

INTRODUCTION
Events are happening of an activity on a specific time and place. Nowadays they have
been managed and controlled by the professionals. Global events are those events which occur at
international level. The events can be organised at different level and with different purposes
such there are various events are organised for family and community to celebrate festivals and
occasions while trade fair and exhibitions are organised for business purposes. To create a better
understanding an event organisers Clearwater events are taken into consideration who organises
and manages various events across UK and even overseas. They have experience of 60 years
which is why the successfully offers and organises various high standard, creative events such as
destination events, healthcare events, business events and many more. For conducting these
events they have to undertake various activities such as venue finding, team building etc. This
report help in creating an understanding of diversity in global events, factors that influence these
events, various strategies that can be used to measure the impact. Also analysis of internal and
external factors is done to analyse their impact.
PART A
Diversity of the global events and their role in society
Events can be explained as a creative activity where people gathers for the particular
purpose. It consist of various features such as budget, light, decorations, permissions, sponsors
etc. and includes all the activities such as organising, budgeting, planning and execution. Their
are various types of events with different motives which are organised at local, national and
international level(Alnasser and et. al., 2015). Nowadays these are managed by the professional
teams of event managers. Various types of events that brings diversity are discussed below :
Types of events by size
 Local or community events : Local events are those events which are generally attended
by the community people. Such events are for a short period say for few hours or a day
which is why no accommodations need to be planned by the organisers. These events are
for local festivals, graduation ceremony etc.
 Major events : These are organised at large scale and are capable to attract a large number
of visitors. Also in such events media coverage is crucial in order to earn the economic

benefits(Cerutti, Claessens and Rose, 2019). Major events are organised at national and
international levels. These can be ASEAN games, Trade conferences etc.
 Hallmark events : Such events are known for the spirit and attribute of a town, city and
religion or culture. Due to such events the places gain popularity in the name of events.
For e.g. New Year's Eve Fireworks of Central London is a hallmark event in UK.
Types of events by form or content
 Sports events : Sports events are physical events which focusses attracting non-
participants as it is source of entertainment. Various such events are IPL in India,
Olympics etc. which last a long period of even one month.
 Music events : These are such events in which enthusiasm and participation is generally
high. They are generally organised indoor with limited capacity of the audiences(Della
Porta and Marchetti, 2015). They can be rock shows, concerts etc.
 Trade events : These types of events are organised for trade partners such as suppliers,
customers, dealers and distributors. In such events various presentations, conferences,
seminars, summits etc. are conducted. This help the business in external marketing as all
the person associated with the business are invited.
Mobile V\S Place events : Mobile events are those whose place of occurrence is not
fixed. They are conducted at different places such as Olympics, Exhibitions, their place of
occurrence varies every time. While place events are those which occur at specific place such as
IPL, they are organised in India only.
Structure and components of event industry :
 Event management companies : These companies are responsible for managing and
planning various activities that are part of the events. They ensure smooth running of the
event by proper planning, which is done by the event planners with the help of their
team(George and Ray, 2017). They organises all types of events such as cultural,
business, wedding, sports etc.
 Location : Location is the place where the event is to be organised. It is the responsibility
of the event company to identify the suitable venue for the event in terms of capacity,
locality, accommodation if required, accessibility and many other factors.
 Suppliers : In an event industry relations and coordination with the suppliers are crucial
because to make an event successful the required element is availability of all the

material ans services on time. Suppliers can be of catering, accommodations, marketing
agency and many more(Horne, 2017).
Role of different events in society
 Events enhances the spirit in the community as it helps in building a network because
when so many people visit and gather at one place it establishes relation among them as
they communicate with each other when they meet.
 They creates awareness about a common concern and educate people about it so that
necessary steps can be taken collectively. Also it provides knowledge about culture,
beliefs and tradition of a particular segment of the society.
 As events are marketed due to which a particular place is promoted which increases the
opportunity for the people in that location to earn as more people visit to that place. But it
is only possible when event managers promotes it which is their responsibility towards
society.
Factors that influence the development of event industry
Success of an event is dependent upon various factors which makes an events successful.
These factors can affect the event positively and negatively. Some of theses factors are :
 Technological factors : Nowadays technology has become an important determinant for
the success for every business. In case of event industry technology plays a crucial role as
all the services that are to be provided such as presentation in trade exhibitions,
innovation in cultural events etc. need to be innovative to attract the audience. Events
such as rock shows demands high technology which motivates the audiences (Jones,
2017). Clearwater events uses innovative technology to destination events etc.
 Cultural factors : Cultural factors affect the development of event industry as
understanding of the culture where the event is being organised is so important. Because
it affects availability of various services that may be required by the attendees.
Clearwater events impact of culture before planning any event such as if any wedding is
organised in UK and attendees are Indian then vegetarian food need to arranged as per
their culture. This factors becomes important due to socio-cultural development.
 Trends prevailing : Trends that are prevailing is because of presence of social media,
globalisation and increasing mobility affects the development of event industry. Through
social media the event can be promoted to a greater extend which help the organiser to

attract the audience. Clearwater events provides audio visual event services that make the
ambience of the event look right and attractive also it make promotion easy.
 Location and time : Location of the event affects the development of the event as the
location should be easily accessible to the audience which is why Clearwater is famous
for, they carefully find out the venue of the event. Also the time of the event affect the
development(Mansbach and Taylor, 2017).
For the development of the entire industry all the above factors should be considered as
to make the event successful. If all these factors are not taken into consideration then it may
become difficult for the event managers to attract the right audience.
Evaluation of key factors that influence the development, structure and their role
To make an event successful the organiser need to consider various factors so that they
can develop the industry. Event management uses the resources of the society which is why it is
their responsibility to contribute to it. Trends that are prevailing should be determined which can
be social, cultural and even technological. Understanding of these trends makes the event
successful. Effective relations with the suppliers and the partners are crucial as this help the
managers to execute and run the event on time (Melezhik and et. al., 2012). This makes the
structure of the management company efficient.
Critical evaluation techniques that show the factors that influence and shape event industry
The key factors that has developed the event industry is technological trends and changes
that are taking place. Due to these factors the demand and expectations of the audiences are
increasing. But this has increased the cost of conducting the events also sometimes it may not be
in favour of the society. It is the duty of the organisers to also contribute to the society which can
be done by advertising the place i.e., by making the event a hallmark event because this attracts
the people worldwide which improves their earnings.
Evaluation of the value, impact and legacy of global events on environment
The events that are organised at different locations have some values and impact on the
environment. The values from the events helps the stakeholders and benefits them. The value
that are provided from the events reduces the adverse impact on the society. The impact of these
global events are analysed in different context ( Government pledges more support for events

industry, 2019). The events improves the economic life of the people in the host city by
increasing the potential of tourism, trade thus develops their business. To maintain the image the
places improves their local infrastructure which increases their potential. The social and
environmental impact is taken into consideration as they affect the life of the local residents.
Event organisers keep in mind the impact on the society but they neglect the perception of the
local residents which is why it becomes important for them to address their concerns. To ensure
the success of the event it is important for the organisers to have support of the local people and
community (Parent, 2013). Also the impact on environment is to be considered as for these
events the resources of the society is been used by these event management companies. For the
occurrence of the events at global level the resources are utilised in a large quantity which are
diverted from other use. But it offers different types of legacy to the society which can be
political, economic, social and sporting. The values, impact and legacy from an event can be
analysed from London Games. The areas where the investment is to be made to increase the
values and long term legacy for the city are reducing waste, going green, creating jobs, skills and
futures which will offer ample opportunities for the residents in long run and will have positive
environmental and social impact(Suand et. al., 2013).
Review management strategies to support responsible event development
Management strategies are those techniques that are used by the event managers to
organise and control the events to make them successful which are related with the leadership,
administration and execution(Wang, Kennedy and Ramakrishnan, 2016). When events are
organised at global level then the planning becomes more crucial in order to understand various
factors and impact. The Clearwater events follows various management strategies to ensure the
success of their events. Few of them are benchmarking, automation, delegation, budget control,
innovation, leadership and many more. For the development of the event the organisers
benchmarked various hallmark events which help them to set their goals, automation and
innovation helps them to attract the audience by providing augmented services, budgetary
control helps them to manages the funds which they have allocated for specific
activities(Reinhard and et. al., 2017). Leadership in one of the most important strategies in event
management as to get the work done from the team the leaders need to give them proper
directions and delegations. To keep the team motivated leaders of Clearwater events have to
involve the teammates in the process. Clearwater has recently organised award ceremony for

childcare nursery, product launch for ABP UK etc. for which they undertake various safety
measures, on time suppliers sourcing, negotiation and contracting, marketing of the client and the
location which brings out the positive impact on the society. All these measures develop the
entire event industry as all other companies need to fulfil such factors to be competitive (Turner,
Sextonand Norris, 2014).
Critical evaluation of specific management strategies used by event industry to support
responsible event
The event industry uses various strategies to make the event successful and for the
growth of entire industry. The strategy of benchmarking help the event organiser to set targets
and offer the best services as per the benchmarked event but it may have influence on the local
residents as such event may affect the culture. Also it may not as per the perception of the local
people. But these strategies facilitates mobilisation of cultural and perception from one location
to other (Van Dijk, 2019). As events held globally which is why attendee are from different
places on the basis of which the event managers have to make arrangement which brings new
culture to their place.
Critical assessment of impact of global events on different level of environment
Nowadays all the events whether at local, national or international level are focussed
towards environment. This is because people at global level are conscious about their
surroundings. To meet up with, this the event managers have to be focussed on carbon emissions,
pollution due to waste, waste management etc. which increases their cost but to make event
successful they have to consider it.
PART B
Covered in PPT
CONCLUSION
It is concluded from the above report that events are organised at different levels but the
event managers have responsibility towards society and environment as they utilises their
resources. Different types of events are organised which has various economic, cultural and
social benefits which is the prime reason for the development of the event industry. For analysis
of various factors that can influence both the event industry and events the Pestle and Swot

analysis is used in the report which helped in identification of various internal and external
factors.

REFERENCES
Books and Journals
Alnasser, S.M. and et. al., 2015. Late consequences of acute coronary syndromes: global registry
of acute coronary events (GRACE) follow-up. The American journal of medicine.
128(7). pp.766-775.
Cerutti, E., Claessens, S. and Rose, A.K., 2019. How important is the global financial cycle?
Evidence from capital flows. IMF Economic Review. 67(1). pp.24-60.
Della Porta, D. and Marchetti, et. al., 2015. Global justice movement: Cross-national and
transnational perspectives. Routledge.
George, B.G. and Ray, J.S., 2017. Provenance of sediments in the Marwar Supergroup,
Rajasthan, India: Implications for basin evolution and Neoproterozoic global events.
Journal of Asian Earth Sciences. 147, pp.254-270.
Horne, J., 2017. Sports mega-events. Sport, Media and Mega-Events, p.19.
Jones, M. L., 2017. Sustainable event management: A practical guide. Routledge.
Mansbach, R.W. and Taylor, K.L., 2017. Introduction to global politics. Routledge.
Melezhik, V. and et. al., 2012. Reading the Archive of Earth’s Oxygenation: Volume 3: Global
Events and the Fennoscandian Arctic Russia-Drilling Early Earth Project. Springer
Science & Business Media.
Parent, M. M., 2013. Managing major sports events: Theory and practice. Routledge.
Reinhard, C.T., and et. al., 2017. Evolution of the global phosphorus cycle. Nature. 541(7637),
p.386.
Su, H. M. and et. al., 2013. Global left ventricular longitudinal systolic strain as a major
predictor of cardiovascular events in patients with atrial fibrillation. Heart. 99(21),
pp.1588-1596.
Turner, S. K., Sexton, P. F. and Norris, R. D., 2014. Persistence of carbon release events through
the peak of early Eocene global warmth. Nature Geoscience. 7(10). p.748.
Van Dijk, T. A., 2019. Macrostructures: An interdisciplinary study of global structures in
discourse, interaction, and cognition. Routledge.
Wang, W., Kennedy, R. and Ramakrishnan, N., 2016. Growing pains for global monitoring of
societal events. Science. 353(6307). pp.1502-1503.
Online
Government pledges more support for events industry. 2019. [Online] Available through
<https://www.cranmorepark.co.uk/blog/301-government-pledges-more-support-for-
events-industry>./
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