Diversity, Roles, and Impact of Global Events: London Olympics 2012

This study material explores the diversity, roles, and impact of global events, with a focus on the London Olympics 2012. It discusses the importance of culture, structure, and factors influencing global events. It also examines the positive and negative impacts on the macro environment and the management strategies employed.

GLOBAL EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Diversity, roles of different types of soiety and structure in Global event............................3
P2 Influence the development on the global event.....................................................................4
LO 2.................................................................................................................................................6
P3 Range of global events on the environment...........................................................................6
P4 Management Strategy............................................................................................................7
LO 3.................................................................................................................................................8
P5 Positive and negative impacts on macro environment...........................................................8
LO 4.................................................................................................................................................9
P6 SWOT analysis......................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Books and Journals...................................................................................................................11

INTRODUCTION
Global events are those events which connect brands and community through a medium
which is live events. This way people can share there creativity, innovation, culture and
industries so that there is connection between everyone. There are many events which take place
in the global event such as Olympics games, cultural festivals and world cups, etc are part which
comes under global events. The summer Olympics 2012 was held in London there were multiple
international events which were included in the Olympics which was held from the 27th July to
12th August in United Kingdom. There were so many world records which were broken and
made in this Olympic event. The motto of the event was inspired a generation which made a lot
of people take part in this event and there were equal generations who took part in this
international event. Through this event not only the people got inspired and improved but even
the city gained a lot from the event. The report will be covering the diversification of global
events, roles of culture, structure, factors which influenced the event, management strategy,
decision-making, macro impact on the environment of the event, analysis and influences in the
global event.
LO 1
P1 Diversity, roles of different types of soiety and structure in Global event
The London Olympic was a great success because they understood the importance of
these factors which are the diversification, culture and structure of the events. London Olympics
has improved the people and the city within also from this event.
Diversification
 Local Event- Local events are events which are being held locally in the area which will
get people together (Giulianotti and et.al., 2015). This is a great way of keeping people
together and have a motivation in one direction. Local events are not so popular in
today's world, but they were very much in the old time and those need to be done again
so that the society's can come together.
 Major Events- Major events are those events which happen in the cities which are very
popular and are appropriated by everyone. These events are very much popular which
could include festivals and events which are famous in the country. This does not attract
people so much that they would want to travel across the country for this kind of events.

 Hallmark Events- These events are those events which are famous worldwide and the
people who travel across countries to attend such kind of events. There events are
multinational and are advantages in the tourism market and economic importance. There
are a lot of events which are hallmark events such as World Cup, Olympics, etc.
Roles
 Culture- The role of event culture is that it make the individual's develop on a lot of
things which they would pick up from the events. The emotional, social development,
cognitive, etc are just what the individuals will develop on from the events. The events
are very important for individuals to develop on such points so that they can grow in life.
 Sports- Sports play the role of developing income for the sports organization but also for
the local restaurants, airports, hotels, etc. Sports is a common interest in almost everyone
in the world and can get people together to watch the sports together (Nanni, Ponzetto
and Dietz, 2016).
 Music- Music plays an important role in peoples life because that can make the
individuals relax and enjoy from the stressful life they have of their own. Music can get
people together for events like festival events which are concerts, etc.
 Business- The role of business in event is that the products and branding can be done by
the organizations through these events and make a name for themselves in the market and
can get a lot of customers too in the company.
Structure
 Event organization- There is a huge importance of a event organizer for major and hall
mark events because they are the once who can make the event a success. There must be
experiences organizers for the event because the events can not afford to have a mistake
because they are international events.
 Suppliers- The events must have suppliers for the events because they will not just make
the event a success but will also make the brands and suppliers famous in the entire
world. This a nice strategy for the suppliers to get a name in the world and grow there
business (Brown and et.al., 2017).
P2 Influence the development on the global event
When there is a global event which is a hallmark event which is help in any country is a
development which takes place of the country. The events make the economy of the country

even higher and the country develops its infrastructure. London helps the Olympics in 2012
which was very well organized and the country made a huge profit in all the ways possible and
so did the games in the event took place very well. The players broke the world records and set
their own records for the very first time (Pappalepore and Duignan, 2016).
Contribution of Global Events in Economy
There is a lot of growth in the economy of the country where the country will be able to
grow themselves. The global event makes the local people grow in there business because there
are international players and people coming to watch such events and that will make the local
businesses grow (Hubbard and Wilkinson, 2015). Hotels, restaurants, airports, etc will make a lot
of profit in this case. There was 16.5 billion of dollars was made by the country because of the
Olympics games and it also generated thousands of jobs for the recession which was happening
in the country. Hosting the Olympics is a great opportunity and London made that happen which
give the country a benefit over their economy for a long term. The most positive impact of the
game is that there is additional sales, new business contracts and foreign investment which took
place during this event in 2012.
Motivation through Global Events
The motivation which the people are getting from the events is that the people are getting
together and the cultures are getting exchanged through these events. There is a lot of promotions
which can be done from these events and by putting in investment in events can make the local
companies also earn a profit (Long and et.al., 2016). The culture is the main motivation in people
because that is really required by the people since they will grow in life and will learn to accept
one another. Exchange in ideas and innovations can come out of the events because of the
meeting of different people from the entire world. There is a lot of motivation in people which
can be observed because of the events which are being held in the country. Olympics which was
held in London motivated and inspired a lot of people not just for sports but in there life's a lot of
changes could be noticed.
Socio-Culture Event Importance
The community and societies of the locality gain a lot from the events which is that there
is a exchange in the culture of the people (Shumilova and et.al., 2019). Olympic is a event which
has a lot of people coming from all over the world and this a great platform for people to get to

each other. People get to know each other and that is very important for the country to know
because that can help in a lot of aspects of life, be it business or tradition or culture.
LO 2
P3 Range of global events on the environment
Tourism and Economical
The global events can get in a lot of tourism in the country and specially that time the UK
needed a lot of tourism in there country because they were facing a downfall in there economic
condition because of the terror attack in 2001 which make the tourism think that UK was the
most unsafe place to visit (Calberto and et.al., 2016). Economic factors can be improved a lot if
the tourism factors gets improved by the country because when the tourist come the country can
get a lot of income from the other countries. Tourism can really help the country to grow it
economic conditions, there was a problem with the economic condition in UK which lead to
many people losing there job and finding jobs for them was a difficult task. The country invested
in coming up by holding the Olympics so that they could grow and many people not just got jobs
but the countries economic condition improved.
Social and cultural
The London of people had a negative look for the other cultures of the world because of
what they had faced in 2001 which is why global events are really required because they need to
change there thinking and perspective about others in their eyes (Zhang and et.al., 2019). Every
country and every area has a different way of living or a different culture all together therefore it
is very important for the people of UK interact with other people so that they can change there
opinion towards others. The people need to grow and the global events make the people grow by
making them know more about other cultures and society. There is a lot of changes which can be
seen in the world because of the global events which are taking place because they are getting to
know more about the world, innovations are taking place and new ideas are coming out which is
a very good idea for the world.
Physical and Environmental
The positive about London is that it is very much having a good environment and
physical location of its own which will be a positive for the event to be hosted there. It is very
important for the country to keep up with the standards of the environment healthy conditions.

UK is one of the cleanest countries and holding global events not just improves the stability of
the country but also spread the knowledge of environment cleanliness in the entire world because
everyone needs to remain clean and make a change in the world (Turu and et.al., 2017).
P4 Management Strategy
There is a need of strategic management for every event and business and this is
important because the planned should happen in a order to achieve the aims and objectives.
There are two strategies which will be discussed in the further report which are balanced
scorecard and corporate environmental management model.
Balanced scorecard
The balanced of scorecard of Olympics was very much required in the event because the
people who were working for the company had to be managed and the work is getting done or
not was a huge task. The Olympics was held in London because there was a low because of the
terror attacks in the country and the event was held in 2012 to increase the rate of tourism and
makes sure that the country was safe (Viehoff and Poynter, 2016). The event was being
conducted to attract more people to the country, and they could not make any mistake in hosting
the event because one mistake and the tourism will fall again. The country had to do there best
and therefore they used balanced score card method because this method makes sure that the
event is being hosted properly and all the plans and decisions taken for the event were being
followed or are being done by each department. This is a huge event for the country, and they did
everything possible for making this event a success, and they even used a lot of security for the
event so that they did not spoil the event and nor let anyone else spoil it for them.
Corporate Social Responsibility
Corporate social responsibility is the responsibility which an individual or a company has
towards the world. The company improves the factors which make the environment a better
place for the people to live in. The company have to consider the people who are working for
them or are living in the city they must not get affected negatively because of the company but
there should be just positive impacts on the people. The company should do there bets for
making the profit of the company or the organization and make the best of the factors which they
already have. The Olympics games make a huge effect on the business and company's directly
and indirectly (Horne, 2017). The company's must also think about the environment of the
country and must take care of the environment.

LO 3
P5 Positive and negative impacts on macro environment
There are a lot of factors which influence the factors in the global event which is of
Olympic games of 2012. The factors which influence the macro environment of the event are as
follows political, economic, social and technological factors.
Political Factor
Positive Impact Negative Impact
There were a lot of agencies which came
together for making this event a success which
are London fire brigade, London Ambulance,
department of transport, etc (Guerra and et.al.,
2019). The security was extended so much for
the security purpose.
The terrorist attack in 2001 made the event not
so secure for any country to participate in the
event. The countries had to get their own
security from their own countries. United
Kingdom put in the best security for making
this event a success.
Economic Factor
Positive Impact Negative Impact
The Olympic got employment to thousands of
people of the country who did not find a job
for themselves. The country grew strong in
terms of employment and economy factor
because of the money coming in the country
because of the terror attack in the country. The
people of the country grew as people because
of the employment they found because of the
event.
The terror attack made the company did not
have a good economy or tourists coming in the
country. The country did not make grow in the
economy much because they were not being
able to get tourists too because the tourist did
not travel to countries with high terrorism.
Social Factor
Positive Impact Negative Impact
The people of London welcomed the
participates of the other world every well and
The people adapted other culture and did own
few other culture because of the attack in there

the country enriched there national pride by
doing so. The accommodations, food and
travel for the participants was made very well
and there was loyalty between people for their
nation.
country. The people of London did not
welcome those who they though were the
reason behind the terrorist attack in their
country.
Technology Factor
Positive Impact Negative Impact
There were so many new technologies used in
the event that not just attracted a large amount
of people in the event but also made the game
a success in the entire world. The technologies
of Acer where used the most in the event for
the security purpose of the people who were
participating in the event and also for those
who came to watch the game.
The security in the game was also tight, but
they could have made the security of the game
a little better by using the right technologies so
that the customers or the people who came to
see the event did not have to face a lot of
problems.
LO 4
P6 SWOT analysis
This is the most important factor of any company or event because they have got to do
this to know where they strand in the market or in the world. The analysis of all the factors can
make the event improve and get the best out of it by improving it. SWOT stands for strengths,
weaknesses, opportunities and threats (Arrobbio and et.al., 2016). Therefore, it is very important
for them to do this because it tells the actual situation of the company or the event.
Strengths
The strengths of the global event, Olympics London 2012 was that they are going to
improve there economic conditions, and they will give a lot of their country men employment.
The event will inspire a lot of people and will be celebrated as a progress human kind has made
in the race. The participation will be done from all over the world and there will be unlimited
media which will be attracted to this event to cover it.
Weaknesses

There can be a lot of boycotting of countries because of political factors or because of
terrorism which have taken place in the past. London had to face a terror attack in 2001 which is
the weakest point for the people of country for hosting this event. People of United Kingdom
thought that they are not secure because of the event taking place in London and there was a
sense of unsafely in the country therefore the people and the participation were given more
safety.
Opportunities
The greatest opportunity was hosting this great event in there country is that the tourism
of the country will increase again if they provide good safety measures to the people who are
coming in and also will give the people of United Kingdom employment. There was a lack of
employment in the country because there was a very low flow of cash in the country and there
was no tourism in the country.
Threat
There is a threat of terrorism in the world which is likely to increase and places like these
can be the target because this has a huge group of people involved and this will be a better target
for the terror group to attack. The threats can even not allow other countries to not participant in
the events of Olympics because of these factors (Hudson and Hudson, 2017).
CONCLUSION
The global event which was held in London in 2012 was famous and a lot better than
people had expected it to be. The country gave all the participants and the people of the country
safe and did not let anyone disturb the beautiful and successful event. There are a lot of factors
which can effect an event but the organizers of the event did not let that happen and made the
event a lot better than people had expected. The event not just got the country a pride but also
helped a thousand of peoples in the country by getting employment because of this event.

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