Global Events: Diversity, Factors, Impacts, and Management Strategies

This report explores the diversity of the global events industry, including the types of events and their place in society. It evaluates the factors that influence the development of the industry on both local and global levels, as well as the impacts and legacy of global events on the environment. The report also reviews management strategies used to support responsible event development and assesses the criteria essential for successful planning of events. The report focuses on London Fashion Week as an example of a global event and its contribution to the economy.

Global events

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
1. Examination of diversity of global events industry along with its structure and their ways in
which things can organised, together with place of different types of events within society.....3
2. Explanation of factors that create influenced over development of events industry on both
local and global level..................................................................................................................5
M1. Evaluation of key factors that create influence over development, structure and
organisation of events industry and role of different events within society ..............................6
3. Evaluation that shows value, impacts and legacy of a range of global events together with
environment in which they operate.............................................................................................7
4. Review of management strategies used to support responsible event development, across a
range of global events.................................................................................................................7
M2. Critical evaluation of specific management strategies used within events industry to
deliver responsible events and how these have recently.............................................................8
developed ..................................................................................................................................8
PART 2............................................................................................................................................8
5. Determination of effect that positive as well as negative impacts of global events have on
macro environment including their influence on decision-making and organisational
behaviour.....................................................................................................................................8
M3. Evaluation of macro environmental factors and their influence on global events industry,
support this with an analysis of their influence on decision-making and organisational
behaviour ....................................................................................................................................9
6. Using a SWOT analysis tool, report on a specific event examining and assessing criteria
essential for the successful planning of events.........................................................................10
M4. Critical evaluation of criteria that are essential for successful planning of events. Take
into consideration impacts of both internal and external environments...................................11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Global events can be described as event that are existed for limited period of time and
have global reach. It require pubic investment and also create impact over population as well as
built environment (Derouin, 2021). It is conducted for various reason as it attract more and more
people from different pats of world. It is also contributing to promote tourism activities and also
contribute to economy of a country in positive manner. This project report includes analysation
of London Fashion Week that is organised in UK and held two time in a year. This project
report incudes exploration of diversity of global event industry and factors that are influencing its
development. It also evaluate values, legacy as well as impact of events on environment. It also
assess impact of macro environment on global events industry and its influence over decision
making and organisational behaviour. Moreover, it evaluate criteria essential for successful
planning for specific events.
TASK
1. Examination of diversity of global events industry along with its structure and their ways in
which things can organised, together with place of different types of events within society
Event is one of important industry for UK as it is contributing to their economic
development in various ways. This industry attract numbers of people from world as there are
different events, sports cultural and business events are conducted in their economy that create
income of around £39.1 billion. Expenses of people who attend the event has also increased in
comparison to year 2011 (Duane, Castellnou and Brotons, 2021). Global event industry of UK is
included among top employer list and also contributing to GDP of a economy of a country.
Events are contributing to overall economy of a country by increasing tourism activities
and recognition in world. For instance, London Fashion Week is one of global fashion event that
is taking place twice in a year in UK that attract people of different countries that provide them
opportunity to build network. Net worth income generated through this event is around £150
million.
Types of events:
Event based on size:
Local community event: There are various community that is hosting festivals as well as
events for targeting only local audience. It is conducted for purpose of social gathering, fun as

well as entertainment values of a person. It provide various benefits to community people,
strengthening their feeling and also creating sense of place (Feng and Hao, 2021). It assist people
for purpose of identifying new ideas, experience as well as encourages their participation in arts
activities and sports activities.
Major event: Major events are those events which are able to attract numbers of visitors,
media coverage as well as economic benefits on basis of their scale and media interest. Example
of this events is UK Sport. This events includes competition among team members, attracting
public interest and also conducted at international level.
Hallmark event: It is a event that is identified on basis of spirit as well as ethos in town,
city and region. It can become synonymous with name of place and also get awareness and
recognition (Fisher, 2020). These are the events that are identified through essence of places and
their citizen and assist them to generate more revenues and also create strong sense of local
pride.
Mega event: Mega event can be one that is large and create impact over economies as
we;; as reverberate in global media. These are the event that is generating competitive bidding
for a person. Example of it include Olympic Games, FIFA world cup, World Fairs and others.
Event based on content
Sports event: It is one of important events and is growing part for event industry. It is
event that include individual sports as well as multi-sports events like common wealth games,
masters, Olympics. It is a event that has ability to attract various visitors in order to generate
media coverage as well as provide economic impact that is increasing their importance. It mainly
includes three types of events including mega events, calender events, one off events and show
case event.
Business events: It includes different types of incentives travel, corporate event,
conference, meeting and inhibition (Gill, 2021). It is different from tourism activity as it is
characterised by trade focus and business. It is a event that can be used by companies for purpose
of exchanging their views, conveying their message, debate.
Art festivals: Art festival is another kind of event that include sharing of different
characteristics that consist clear, time specific programme and artistic output that deliver clear
purpose as well as direction. It includes different types of categories which are different from
others on basis of size and other characteristics.

Cultural events: it includes major events like musical events related to opera, Joseph and
cats reap, sound of music. It includes annual event like Edinburgh festivals that is considered as
important human activity and contribute towards social as well as cultural life of a person. These
types of event that is linked with tourism activity and generate income for community.
Organised event team:
Organising event is one of important activities that consist different stages like planning,
generating idea, identification of right location, media, marketing players, sponsors (Greenleaf,
2018). For instance,in order to organise event of London Fashion Week, even manager needs to
ensure that all activities related to event are organised in effective and structured manner.
Role of event:
Events are playing important role in society as they are bringing people to together and also
provide them opportunity to interact with each other. It also allow them to build a strong
network.
Events assist to promote tourist activity of a specific region that is generating revenue and also
enhance knowledge of people related to history.
2. Explanation of factors that create influenced over development of events industry on both
local and global level
Event industry is one of important industry for economy as it give push of tourism and
also ensure economic development of a country. There are different types of factors that are
creating impact over event industry which are mentioned below:
Growth and emergence of event industry: Event industry is one of important industry
for economy of UK as it is growing day by day. This industry is emerging industry as there is
rise in spending of people over events. UK is a country that is including different events like
cultural events, business conference, sports events and others (Grindsted, 2020). The events
organised in UK is attended by around 1.3 million people. It is also identified in a study that
there is growth of around 39.1 Billions in spending of people.
Value and contribution of event to global economy: Global events are contributing to
economy of a country in a way that attract various people t their countries. It is contributing for
purpose of generating revenue for a event but also provide them opportunity to enhance tourism
activities. UK event industry is contributing to economy with around 39.1 Billions in the year
2013.

Demand and motivation of different types of events: There are different types of
events that is conducted in different country including sports event, business events, art festivals
which helps them to attain their desired results. This factor allow company to pay attention
towards demographics and culture of a country (Hao and Singh, 2020). It is essential for event
managers of London Fashion Week to consider these factors while organising an event.
Explanation of these events bare mentioned below:
 Social events: It is one of event that is aiming to attract as well as service people for a
common purpose. It is a event that helps people to share culture, values and learn things
from each others. Motivation behind hosting these types of events is to provide
opportunity to people to build a network and also increase their knowledge.
 Business events: It is a event that is conducted by business in order to discuss on a ideas,
topic and subject. It helps company to improve motivation of their employees and also
provide them opportunity to attract employees. It is a events that is conducted by
companies at global level.
Event history as well as socio-cultural developments: All type of event provide
opportunity to people to interact and connect with each other and community. Global event of
today's time are different in compare to it is conducted in past years. In earlier time, it is
conducted for purpose of promotion of people among people of community. For instance, one of
event is Cleopatra that is known for meeting for lovers.
Global expansion and opportunities for events: Global event industry provide
opportunity to a country to get global expansion. It attract more and more people to their country
and also allow people and business to reach to her country (Huning, 2021). It provide
opportunity to people of a country to explore at global level and take advantage to various
opportunity.
M1. Evaluation of key factors that create influence over development, structure and organisation
of events industry and role of different events within society
In the functioning of a business at the marketplace, it is essential to analyse major elements or
factors related to development, structure and organisation. The London fashion week is also
influenced by different factors in a precise manner. Major factors which contributes to
development of the business entity includes management and its level. Management and its
operations are considered as major factor which is associated with development of an event.

Another major factor which influence Lakme fashion week is administration department which
keeps and eye on the governance of different operations. The event management is also
influenced by various factors like strategic and planning management. In order to face different
competitors at the marketplace, it is essential for London Fashion Week to focus on analysing
key factors that impact its structure and development.
3. Evaluation that shows value, impacts and legacy of a range of global events together with
environment in which they operate
London Fashion Week is considered as a trade show of the world and its influence on
environment is given as under:
 Political impact: In order to organise a global event of fashion week and attract large
number of market-base across the globe, a country can be politically influenced because
political system of country would have to invest huge funds.
 Social and cultural influence: Communities as well as people who live in a nation get
interact with each other because of respective fashion week. Different types of cultures
are promoted to conduct an event that attracts numerous customers. Unfavourable
influence is that some of the people may increase the conflicts as well as get rude.
Because of which there can be a loss in relation to the ownership of the community due
to connection among wide number of communities.
 Physical influence and environmental impact: Events that are organised by the
organisation help the society as well as the environment with the help of generating
methods in which the events can be improved as well as reduced the things that caused
the harm which are associated with it (Marjani, Alizadeh-Choobari and Irannejad, 2019).
Negative points which are caused by this influence creates the complexities and problems
in relation to the noise. It also generate waste which is really unsafe for the environment
and surroundings.
Other range of event: Business conference of Bentley
 Economic and tourism impact: It would be positively impacted because people across
world would like to attend conference. Negative impact like host country could have to
invest huge funds to provide a better experience to attendees at conference.
Contribution of events to economy:

Different range of events contribute various economic levels in a crucial way which is
given as below:
Regional level: Through organising events at this level, collection of tax can be done and
achieve economic development.
Local level: At this level, people have wide job opportunities and this level ensures
optimum utilisation of resources of various events organised at this level and achieve economic
growth.
National level: People that come from all over the world in order to attend event lead to
enhance currency and is viable for economy and its development.
Event legacy:
Legacy is defined as long-term or permanent result for a host nation to organise the event.
These results include physical, economic, environmental and many other factors (Jiang, 2020).
With the support of an event, a medium is generated that helps in creating awareness among
people. Successful events help in adding value to economy of country and are considered as
valuable for host countries.
4. Review of management strategies used to support responsible event development, across a
range of global events
Different types of global events are conducted in different countries that provide
opportunity to people to interact with each other and also develop a network. In order to ensure
success of event, event managers needs to adopt various types of strategies which is context of
company is mentioned below:
Corporate environmental model: It is a model that is related with organisation that
restraining themselves from causing any harm to environment. It also assist companies for
development of their capability and also assist them to improve their existing strategies that
allow them to response to market demand as well as requirement of customer (Michaelis and
Lackmann, 2021). It is a model that also helps to measure impact of environment on company. It
is a model that is linked with different process of company like marketing, human resource
management and operation management.
 Internal resources: Internal resources includes human resources and in order to
manage, select and recruit right candidate for company, they needs to adopt human
resource practices. In order to ensure success of a event, companies needs to ensure

effective utilisation of their human resources. It is a practices that is undertaken by
managers of London Fashion week that allow them to get success.
 External resources: Different types of external factors that create impact of event like
shareholders, suppliers and customers. It is important for organiser of London Fashion
Week to organise event in manner that fulfil needs of guest. In order to understand
requirement, different types of data collection techniques are conducted by them.
Balance scorecard: It is another tool that is used by company for purpose of measuring
performance and also allow them to improve function of business as well as its outcome. It
situation of London Fashion Week, data collection is considered as an important thing that
provide them opportunity to generate quantitative results. It provide opportunity to managers of
company to take better decisions that also assist them for develop better understanding for
initiative to attain goals and objectives.
Organisers of London Fashion Week are able to use Balance Scorecard that provide them
opportunity to measure performance of event (Porter and Evans, 2020). It will also assist them
for development of various strategies in future and also provide them opportunity to reach to
number of people. These strategies of company can be communicated to members of team that
allow them to make informed decision.
M2. Critical evaluation of specific management strategies used within events industry to deliver
responsible events and how these have recently developed
From above explanation, it is critically evaluated that the specific strategies of the
management that have been used within the industry of events has played a major role in
delivering responsible events and value to the economy of the host nation. It also helped in
achieving the growth of a country though organising effective events across the world so that a
business can get success.
PART 2
5. Determination of effect that positive as well as negative impacts of global events have on
macro environment including their influence on decision-making and organisational
behaviour
PESTEL analysis:

It order to identify factors related to macro environment, managers of company needs to
consider macro environment analysis. It helps to identify factors like economic, political, legal,
social environmental and technological. Impact of these factors in context of London fashion
week is mentioned below:
Political Factors: It is an important factor as it includes political instability, rules and
regulation of government and other things (Rahmani and McNamara, 2020). Due to Brexit, there
are various uncertainties create in environment of UK and also cause damage to their economic
growth. It created threat for event like London Fashion Week. Political stability is creating
opportunity for UK as it allow them to develop good relation with other country that provide
them opportunity to attract more visitor to their event.
Economic Factors: It is a factors that is including factors related to growth and
development of economy and also results in fluctuation in exchange rate, inflation rate and other
things (Shaldybin and Kondrashova, 2019). Due to Brexit, economy of UK is affected that create
problems for organiser of London Fashion as they find it difficult to hire skilled and talented
employees.
Social Factors: It includes factors that are related to value, norms and cultural belief.
People of UK like to enjoy event that is contributing to success of London Fashion Week. Also
education rate of UK is high that allow people to attend conference that will helps them to
improve their knowledge.
Technological Factors: London is a develop country as it has advantage and upgraded
technology. It will provide opportunity to event organiser of London Fashion Week as it allow
them to use their event more attractive for events (Ricci, and Banterle, 2020).
Legal Factors: There are different types of legislation in different types of countries. All
these events organisers needs to consider these legislation while conducting an event. It is
important in order to complete event without any disturbance and also make a event more
successful.
Environment Factors: There is increasing environmental awareness among people of
UK that provide opportunity to event organiser of London Fashion Week as it allow them to gain
attention of people. Organiser of London Fashion Week are promoting sustainability and
recycled fashion which is important in order to gain attention of people.

M3. Evaluation of macro environmental factors and their influence on global events industry,
support this with an analysis of their influence on decision-making and organisational
behaviour
In order to increase efficiency and effectiveness of an event, it is crucial for the business
entity to focus on various macro environmental factors. The global events industry is influenced
by various external factors like political, economic, social and technological which should be
considered in a precise manner (Sunghee, 2021). It is also one of the crucial responsibility of
management to develop major focus on macro factors. Strategic planning and framework are also
most important part of global event industry which play a significant role in development of the
whole event. London fashion week must follow all the major guidelines and rules developed and
formulated by government in order to lead the marketplace. The technological factors like
management information and decision support systems will be used by the company to influence
management operations. Business should also include application of customer relationship
management software to perform different types of operations.
6. Using a SWOT analysis tool, report on a specific event examining and assessing criteria
essential for the successful planning of events
SWOT analysis is defined as the tool that is implemented by the organisation for
analysing business strengths, weaknesses, opportunities as well as threats that impacts business
performance in positive as well as negative manner. The SWOT analysis of London Fashion
Week is mentioned below -
Strengths: London Fashion Week event showcases almost 250 designers and organised
two times in a year. This events allows all designers to showcase their work as well as reach
large number of audiences that spreads their awareness. In this event number of designers were
participated due to having global reach. London Fashion Week covers worldwide media as well
as has large exposure. In this event, number of celebrities participated for walking on the runway
as a show's stoppers. This event become popular in United Kingdom and attracts large number of
audience. As the London Fashion Week is conducted in London that is considered one of the
best fashionable cities of the world, there were huge number of people attend the event because
they think that it is the most suitable platform to develop networks (Wu, Su and Singh, 2021).
This event is attended by the high standard people that ensures that success of event at global
level.

Weaknesses – Brexit is the factor that enhances the cost of operating activities of event.
Due to higher cost event organisers have to enhance the prices of entry tickets for watching the
show as higher number of audience of the event has goes down. Organisers of London Fashion
Week also finds it difficult to select appropriate designer to display their designs because of
having limited designers. All these factors impact business through reducing the number of
opportunities that were available for business previously. In UK, acceptance rate of few
designers is very low that make it difficult for designers to promote the event in market or
spread the awareness among customers.
Opportunities – London Fashion Week has number of opportunities such as the
respective event is known for showcasing the designs as well as well as fashionable products that
are totally developed with the recycle material. This idea of concept of event is quite sustainable
that plays important role in protecting environment form harmful impacts. The event attracts
higher number of proper from different countries to take participation as the concept of London
Fashion Week is different from others as well as protect environment (Zhang, 2021).
Advancement in technology is also the factor that that creates opportunity for business and make
it more presentable and successful.
Threats – London Fashion Week gains success worldwide, along with that it also faces
some threats or difficulties that impact its performance level in negatively. Competition is the
biggest threat because there are various kind of fashion events are organised in such as New
York Fashion Week etc. on same time that impacts customer base and popularity of London
Fashion Week. Along with that, there are various other challenges are faced by the event such as
regular changing demands and preferences of audiences so, event organisers are not able to
analyse demands that unable them to satisfaction to the audience. Resulted audiences will not
accept the designs or other fashionable products that were showcase during the London Fashion
Week. Coordination among organiser and suppliers also create threat for the event and impacts
overall performance and success of London Fashion Week.
M4. Critical evaluation of criteria that are essential for successful planning of events. Take into
consideration impacts of both internal and external environments
In the process of planning event, various factors plays important role that make the event
successful. These factors are related to the internal as well as external environment that impacts
on the planning of event in positive and negative manner (Stokes, 2021). It is important for

London Fashion Week to consider all these factors in their planning to attain the objective of
attracting higher audience and making event successful worldwide. Mega event like London
Fashion Week was being organised at global level for attracting higher number of customers.
Manager of event should have to analyse and assess financial as well as physical resources in the
planning of event for ensuring its success at global level. Adoption technology as well as social
as well are the basic factors that are important to consider before organising event.
CONCLUSION
From above mentioned project report, it can be concluded that Global events is one of important
event for a country. There are different types of events based on their size and content. There are
various factors that create impact over global as well as local level. These factors includes
growth and emergence of event industry, values as well as contribution of event, demand and
motivation of event industry. There are different types of impact, legacy as well as values that
are creating impact over business. In order to analyse environmental impact, business can
conduct different tool like PESTEL analysis and SWOT analysis. It allow company to identify
factors that can create negative impact over their operation.

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