Diversity in Global Events Industry

This document discusses the diversity in the global events industry, including its structure, organization, and the role of different types of events in society. It also explores the factors influencing the development of the events industry globally. The impact of global events on the environment and management strategies for responsible event development are also discussed.

Global Events

Table of Contents
INTRODUCTION...........................................................................................................................4
LO1..................................................................................................................................................4
P1 Diversity in global events industry, structure and organization and the role of different
types of events in society............................................................................................................4
P2 Factors influencing the development of the events industry globally...................................6
LO2..................................................................................................................................................7
P3 Value impact and legacy of range of global events on environment.....................................7
P4 Management strategies used for responsible event development..........................................8
LO3..................................................................................................................................................9
P5 Positive and negative environment on event industry and the influence on decision-making
.....................................................................................................................................................9
LO4................................................................................................................................................12
P6 Swot analysis for successful event planning........................................................................12
CONCLUSION..............................................................................................................................14
REFERENCE.................................................................................................................................15

INTRODUCTION
Global events are the events which used to happen at large scale and involves large
amount of investment in which live events are shown. Multidisciplinary team is made in the
global event which professional and dedicated towards the work. There standard is of
international level. The company selected for the study is the London's Excel Exhibition centre
which is planning for global events all over the world. The study is conducted in order to find out
the diversity in the events along with the structure as well as roles of different events. Factors
influencing development of industry of the events globally. Various impacts of the global
environment are discussed. Strategies used for development of range of the global event is
discussed in which two strategies are taken. PESTLE as well SWOT analysis is discussed in
which the positive as well as negative factors influencing the analysis are discussed in detail.
LO1
P1 Diversity in global events industry, structure and organization and the role of different types
of events in society
Global events have wide range of diversity as global events happens on a large scale which
welcomes different community and group of different diverse culture. There are people invited
form every corner of the world which welcomes a wider range of diversity and culture which
brings about a change in a global diversity and combines to bring a varied culture.
Types of events are:
Community events-
These events are which the size of the people is low these are the events which welcomes
a defined community these are defined with the aim to increase the awareness within the
community and the stricken sector of the community and these events are narrowed by the
limited community members . These events can take place either on a public or private property.
Community events are usually planned, parades or parties which are stricken to one section.
These are planned to work towards one particular issue or event(Arrobbio and et.al., 2016).
Major events-

These are the events which are bigger in size and have a larger audience. These events
usually happen at public places like concert halls and grounds which targets larger audience.
These events are carried out to target a particular class of people these can be a festival
happening at a city or a music concert which attracts a segment of the society. This is carried out
irrespective of caste and society.
Hallmark events-
Hallmark events are the events of various culture, sporting etc. which takes place at a
particular level these can be like and inter-collage competitions or a set of the national events.
These events takes place at a regular or temporary basis there are a set of authority which
governs these events(Calberto and et.al., 2016).
Mega events-
these are the events which gathers a large number audience and media which are aware
and spread the event this can be either a global event like a world cup in particular sport or a
community events which gather a large sum of people towards it. These are massive events in
which a particular country hosts the event with global event organisers. These events are huge
and very popular. Example- FIFA world cup, Olympic event etc.
Cultural event-
Cultural events are the events which focuses on one particular culture and diversity.
These focuses on one culture and are build towards the aim of making an awareness of one
culture and group. There are many events which are supported by many sub- governing bodies
and are built with the aim to develop an awareness in the community which aims to growth of
the community.
Business events-
business events are the events that are stricken to particular group of people. These are
restricted events which are made to evaluate the group of people which are related to a particular
segment of the society(Cohen and et.al., 2018). These are managed to create and awareness of a
particular segment. These are made to aware the people and for awareness of the people.
Audience are generally the people of the business groups like workers, managers, co-owners and
business partners.
Sports and music festivals-

As mentioned above these are the events which are carried out with the aim to develop
the awareness and the exchange of thoughts between various cultures. These events are carried
out on local, national and international levels. There are many international music festivals
which are carried out on local and international levels like tomorrow land festival which is a
global festival.
Structures of events
This consists of three different structures which consists of Event Organisers, Event Industry,
Suppliers
Event organisers- these are group which develops the event structure, aim and purpose of the
events all the planning is carried out from the core committee. Budged segmentation are decided
by this core committee developed.
Event industry- event industry carries out the work given by the core committee they together
plans the layout of the event and starts the necessary arrangements to be done. This depends on
the budget and the work carried out(Diffenbaugh and et.al., 2017).
Suppliers- these are the people or group which provides raw materials to the event management
companies. Suppliers are categorised as individuals, group or small units.
P2 Factors influencing the development of the events industry globally
With the emergence of need of people aims for the events to be carried out helped the growth of
the event industry. After the completion of the working hours of the work there arises a need of
help to carry out the events which gave rise and growth to many of the event industry. People of
UK are so busy with the day to day work carried out, that they are not able to manage the activity
or an event people feel that there must be some recreational activity to be carried out to achieve
the better result at workplace and to develop the activity which aims for the improvement and
better working facility. As per the recent development structure carried out there is a growth in
the working ratio with the help of travel and tourism by 11%. there is a rapid growth in the event
management industry which can help in growth of job opportunities in the market. There is a
wide scope for London's Excel Exhibition centre to grow under this industry(Giulianotti and
et.al., 2015).
Events have contributed towards the growth of national as well as international scale in
the growth of economy as this sector has increased the various hob opportunities for many
people and has traced a remarkable growth of the people. Events are resulted in tax generation

which came across for the generation of the revenue. Global economy has increased as per the
global business magazine there is a study which defines the growth of the hob opportunities of
around 25 million approximately worldwide, which has contributed around $1.5 trillion around
the world as of 2019. There was an increase in the sales of many items which generated a
revenue and increased the market rate as the items are purchased in the bulk.
There is a huge demand of event business which is a opportunity for London's Excel
Exhibition centre to enter into the market and fulfil the demand in much effective and better way.
Person from various communities used to conduct events(Ham, 2018).
LO2
P3 Value impact and legacy of range of global events on environment
Environmental as well as physical
Positive impact
Impact of London's Excel Exhibition centre over the environment which are positive and
for a long term are developing the environment in which many processes are carried out aiming
the sustainable environment by using less of plastic and other material which can be used to
develop the sustainable culture. Using various environmental friendly materials like bamboo
straws and fibre which does not harm the environment.
Negative Impact
there is a negative impact on environment which can be done by increased noise
pollution, over crowding can cause the ill effect on nature by large amount of carbon emission.
Which can have a drastic effect on the environment(Horne, 2017).
Social as well as cultural
Positive impact
As of the event various social messages are imposed which can increase the social
culture. Message of awareness are passes on which can be passed on the culture awareness, there
are many events carried out to generate the social and cultural impact.
Negative Impact
The negative impact for London's Excel Exhibition centre of the social and culture over
the environment is the environment pollution in which water bodies will be effected and also the
pollution will increase. The short tern impact will be increase in the audience and collecting
revenue and long term impact will be meeting out the expenditure which occurred in the event.

There are many cultural problems that some culture are not given importance which can effect
the mindset of many people(Hudson and Hudson, 2017).
Political
Positive impact
Political factors will lead to change in the environment positively is the
improvement in the environment by change in the policies by the government by which the
London's Excel Exhibition centre will be given tax benefits is e co friendly and promotion of
environment messages in given which is for long run and for short run it will be small schemes
which promotes e co friendly materials.
Negative Impact
London Excel Exhibition centre has a negative effect on it due to the political influence
there can be a long term charges for the use of non sustainable environmental products which
restricts and affects the environmental concerns. There can be many political influences on the
events taking place which affect the environmental conditions(Naaman, 2016).
Events have helped in development of local, national and international economy and also
various stakeholders such as employees by providing employment, manager by providing better
salary and by government by paying them taxes. Long term impact will be increasing the
standard of life and developing economy by changing life style of the people.
P4 Management strategies used for responsible event development
To meet the interest of different stake holder's need it is Must for London's Excel
Exhibition centre to find out what is the interest of the stakeholders which is helping them to get
entertainment. The factors then analysed and same are implemented over the event and the event
is made more interesting and more happening. Categories of the stakeholders are made and then
interest of the stakeholders are then find out and implementation of the strategies is done. For the
old audience event will be themed as romance, for young audience the event will be themed
more of sports and action like party and dance. For family show the event will be themed as
common shows for all in which all the parties can come together and enjoy. The management
strategies used are as follows:
Corporate environment management model (CEM)

As per this strategy the employees of the London's Excel Exhibition centre will be taught
how to address the issues related to environment by increasing the value of the stakeholder.
Competitive strategies are taught under this strategy in which how to manage the perception of
different communities is very important. According to this strategy it is very important to find
out what are needs and wants of the audience and then designing appropriate event for them is
must. How to form strategies for the financial consequence will be planned in which budget for
finance will be prepared in which the expected revenue and expected cost will be mentioned.
How can government influence the event is discussed as per CED for London's Excel Exhibition
centre. Which will help the company to analysis how to deal with the government issues such as
charging extra charges, penalty, subsidies etc(Nanni, Ponzetto and Dietz,2016).
Balanced scorecard (BSC)
BSC is used in order to find out the strategic performance of London's Excel Exhibition
centre by finding out what are the factors the company is strong at and what are the factors
London's Excel Exhibition centre is weak at. The main objective of this strategy is to meet out
the aims and objectives of London's Excel Exhibition centre by converting the objectives into
actions.
Financials objective of London's Excel Exhibition centre are liquidity, stability and
profitability in which the firm must focus on borrowing low cost capital which can be invested in
order to get higher return. It is also necessary for the company to be financially stable the events
must generate revenue which are stable so that it will be beneficial for long term. Internal
business process, in which how you intended to apply the strategy for accomplishing the goal of
the firm will be described. For example is the goal of the company is to maximize its sales for
the ticket then the sales activities will be improved by using digital marketing in which target
will be set and the set target will be achieved using the strategy(Panitz and Glueckler, 2017).
Customers, the need and wants of the customers will be determined steps to accomplish the
needs and wants by convincing them to at least have a look at the show or event. Continues
Learning and growth training will be given to the employees in order to increase the productivity
of the employees in order to manage well the event. If the event is managed well then this will
lead to proper management of the employees and event.

LO3
P5 Positive and negative environment on event industry and the influence on decision-making
PESTLE Analysis is carried out for the evaluation of the environmental factors which evaluates
positive and negative impact on the event industry.
Political factor
These are the political issues related to the industry which have a diverse effect on the industry.
These are the political benefits which can have a severe impact on the business.
Positive:
These are the factors which can have a positive impact on the industry which can hel in
the growth and safer working of the event industry. The policies made by the government which
can help the easy and safer working of the industry with the suitable norms implemented by the
government(O'shea and et.al., 2016).
Negative:
There are many political decision which are taken up on the event industry which have a
severe impact on the salient working of the event industry. There are many political influences
which affect the growth and restricts the development of the industry government policies can
make to pay higher taxes which can even lead to losses for the firm.
Economical factors
These are the factors which are related to the economic generation of the event industry which
defines the growth to the firm.
Positive:
Economical factors impacting the global events positively is the change in the exchange
rates which can attract the global tourism in global event due to easier ticketing fare which can
affect the various economic factor.
Negative
Rise in the global events due to various economical factors like rise in economic inflation
due to various economical rates which can be effected due to political interference which can
affect the rise in price and the taxation imposed which can help in the cost generation.
Social factors

these are the social considerations which can affect the global growth and economical
development of the global event industries by precised methods for the development of the
industries(Qie and et.al., 2019).
Positive:
these events are based on the events which focuses on all cultural backgrounds and age
groups which can be entertained and a huge sum of money is generated for the development of
the industry.
Negative:
Negative impact can be the preferences of the people which are not met with the event
company. This can lead to social deformation of the workers.
Technological Factors
Improvement in the technology which can help in the growth and advancement which can
eliminate the growth of the competitions.
Positive:
Technology can affect the global events by change in the technology which can change
the various aspects of the growth of the company like cost saving can be done in order to achieve
better goals. Time saving can be done with the help of the technology(Shuvy and et.al., 2018).
Negative:
with the advancement of the technology there are various factors which can have a bad
impression on the substituting products like use of natural things can increase the effect of the
things.
Legal factors
Those are the legal constrain which can help in the safer working of the event management
organizations.
Positive:
change in various rules and regulations by the government for the wage rate and the
minimization of tax imposed on products services.
Negative:
change in policy can affect the event organizations upto a great extent. Misconduct can
ban a particular event.
Environmental Factor

Factors which are concerned with the environmental cause which can help the event
industry and help in the development of the event industry.
Positive:
Using the safer material which does not produce a diverse effect on the environment and
help in safeguarding the environment.
Negative:
Due to global events there is a rise of the use of material which are not sustainable for the
environment.
LO4
P6 Swot analysis for successful event planning
Strength:
The major strength of the Olympic 2012 is that it results in the wide media coverage and
thus has rake the brand message to within wider audience. Besides this, the another major
strength is that the well known sportsmen form all over the world participated in this Olympic
due to which there has been a large number of audience in the Olympic and thus also attracted a
large number of visitors. This encourage the sportsmen to work hard and perform with the best
and to gain popularity.
Weakness:
The main weakness which has dominated the Olympic 2012 us that the various acts of
the terrorist put a question mark in the athletes safety and thus resulted in the compromise of
their health and safety. Along with this, one more weakness is that due to the various political
reasons there has been the boycott of the numerous country which posed a ban on the some
citizens to travel the another country and thus this eventually reduced the number of visitors to
Olympic(Viehoff and Poynter, 2016). Apart form this, the various incidents of the doping also
led to the decreased in number of visitors to the Olympic games and there has even reduced
spending of the consumer on various services.
Opportunities:
One of the golden opportunity which has revolutionized the Olympic games and thus has
resulted in their wide spread is the participation of various athletes which were not known by the
world. Various opportunities and ways are generate by such global events for the growth of the
individuals and increase the performance of the athletes. Countries are even kn own for better

conduction and providing various facilities. As a global event it is important to put the best foot
front.
Threats:
For such huge global events there is a threats of the terrorists. A global event need a huge
security and safety. The various parking restrictions is one of the biggest threats which has
transformed the Olympic and thus has also lead to their reduced accessibility. Besides this, the
additional 3 millions journey have been forecast to occur in London within seven week which
will put immense pressure in the tubes as well a the buys networks(Wang and et.al., 2016). This
will make it difficult for small business.
CONCLUSION
As per the study it is concluded that it is very important to do analysis by which proper
decision can be taken in order to find out the opportunities for the events. It is also very
important to find out diversity in the event in which different types of business and its evaluation
is must. The events are developed globally and the factors for that are the development of the
event using appropriate strategies. As per those strategies proper financial management and
proper management of the stakeholder is must in order to find out their different needs and
wants. SWOT analysis is also equally important for doing the internal analysis in which how the
internal factor can influence the global events and how external factors influence the global
events analysis is must. It will help the company is forming strategies which will help the
company in fostering and moving ahead from the other companies.

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