Global Events and Their Impact on Macro Environment: A SWOT Analysis of Exhibition Events

This presentation discusses the six factors of macro environment and their impact on the events industry. It also highlights the importance of SWOT analysis in planning and executing successful exhibition events. The presentation provides examples of global events and their impact on the economy, tourism, and environment. It also discusses the influence of internal and external factors on the planning and execution of events.

MACRO ENVIRONMENT
AND ITS IMPACT

Macro Environment
 It is a set of environmental factors that
affect the economy as a whole and also
influences the business growth. These
factors are uncontrollable for a business.
 There are six factors of macro
environment are Socio-cultural factors,
Economic factors, Political factors,
Technological factors, Demographic
facts, Physical and ecological factors.
 Macro environment affects the
business’s success and development.
This is a very dynamic environment
which changes very frequently

Global Events
 The events which are on global level for the
reach of population all over the world are
termed as Global events .
 This events need huge public investments
and high security for conducting them.
 The global events provide opportunities
and helps in development and growth of the
people such as Olympics, workshops, etc.
 Few global events might affect the lives of
people such as a volcano eruption, Israel
nuclear program, demonetization etc.

Global events :- Its impact on macro
Environment
 All the events in the world have a positive & negative impact on the
host, economy and the investors . The event managers have to analyse
the impact and try to get best outcome from the events .
 For example , Brazil Carnival , trade fairs , concerts influence the
people as well as it enhances the knowledge about the culture, religion ,
cultural practices , etc.

Global events :- Its impact on macro
Environment (Continued..)
 Other impacts of events might include improvement in the investment
opportunities , laws and rules. The events by the political parties or politicians
affect the environment negatively as well as positively. Political factors
influence the different areas of market .
 For example , Election of Joe Biden as president of US , as after elections
industrial policy affected and the Brexit, withdrawal of UK from EU .

Global events :- Its impact on macro
Environment (Continued..)
 Ecological and environmental events influences the communities and the
people to save environment and avoid destruction of the natural resources .
Various events and days are celebrated to create awareness in people .
 For example , Burning Man festival in black Rock Desert of Nevada and
Green Festival of US , which encourages use of green products.

Global events :- Its impact on macro
Environment (Continued..)
 Events also contribute in development of countries, increase in
productivity of the countries. Tourism events impact the countries
generation of revenue from the tourist and also provide
competitive advantage to the markets.
 For example , Moscow Boat show , Miami Yatch Show , this
shows creates a image for the destinations and for travellers.

Influence of Macro Environment
factors on Events Industry
 Socio cultural factors :- Socio cultural factors include the belief
and core values of the society. It also includes the needs and
preferences of the population.
 The events enhances the cultures of the communities, create
awareness about the traditions and belief and also up bring the
local communities. It might also create negative image of society
or Manipulation in traditions of community.

Influence of Macro Environment factors
on Events Industry (Cont.…d)
 Physical and Ecological Factors :- These factors create awareness
about variations in the physical environment and assess the impact of
change in climatic conditions or ecological factors.

Influence of Macro Environment
factors on Events Industry (Cont.…d)
 In case of natural disasters or heavy rainfalls, conducting events
is not possible thus resulting in financial loss to the event
industry.
 Events like environment day , earth day create awareness among
the people about the effects of global warming , effect of
dumping of waste in water , etc.

Influence of Macro Environment factors
on Events Industry (Cont.…d)
 Political factors : Political environment includes the
political parties and government of the country . It
includes the laws , rules ideologies of political parities ,
etc.
 New industrial policies, laws or regulations may affect
the event industry in carrying on their operations
smoothly.
 Events by the political parties during elections or tie-ups
with other countries increases the opportunities for the
event industry.

Influence of Macro Environment factors
on Events Industry (Cont.…d)
 The events enhances the prestige of the country internationally.
 It creates investment opportunities in other countries . Event such
as US -China relations , affect the world economy and other
international relations.

Influence of Macro Environment
factors on Events Industry (Cont.…d)
 Tourism and economy:- Tourism impact the industry , its investor
and everyone associated with it.
 Events help in improving the image of country and increased
productivity of the economy .
 Tourism factors help to generate revenue for the economy and
events industry . Due to large number of travellers, there is also a
hike in the tax incomes of the government .
 The events also cause damage to the repetition of the destination
and even the industry can face financial loss in case of failure of
events.

SWOT ANALYSIS OF AN
EXHIBTION EVENT
 SWOT analysis is a method of assessing the strengths,
weaknesses , opportunities and threats of a business or events .
 Strengths and weakness are the internal factors of the industry
while opportunities and threats are the external factors that affect
it.

SWOT ANALYSIS OF AN EXHIBTION
EVENT (Cont.…d)
 SWOT analysis of an event help in identifying the key
areas that can help in achieving success .
 Strength and weakness of event will help to ascertain
the success rate of the exhibition event.
 Analysis of opportunities and threat will help to work
on creating more opportunities and reducing the threats.

SWOT ANALYSIS OF AN EXHIBTION
EVENT (Cont.…d)
 .While conducting the event , there may be various threats such
as natural disasters , over consumption of alcohol or drugs , fights
and quarrels in crowd , non -attendance of celebrity , etc.
 From the analysis , it is easy to analyse and reduce the threats.
 The strengthen of many volunteers can be use against the threat
of fights , violence .
 Strong funding and potential sponsors will help in arranging the
celebrity appearance.

SWOT ANALYSIS OF AN EXHIBTION
EVENT (Cont.…d)
 The events enhances the brand image of the host , thus leading to
many opportunities such as high employees recruitment,
promotion in commerce industry , tie in with big sponsors and
investors , etc.
 This will help in assessing all internal and external factors thus
reducing the chances of failure of events .
 From analysis , necessary steps can be taken to overcome he
weaknesses and threats of the event and prepare a better and
successful plan of events .

Impact of Internal and External Factors
on successful planning of Events
 Internal i.e. Micro environment and external i.e. Macro
environment have huge impact on the planning of events .
Internal environment refers to the factors which are controllable
by the organisation.
 The factors in internal environment can be employs , the
procedures and policies of the management , objective of your
events and the resources or assets of the event.
 The employees or the volunteers help in successful execution of
the events without any mismanagement.

Impact of Internal and External Factors
on successful planning of Events (cont…d)
 The objective and mission of conducting the best event will lead
to a successful event .
 The vision of an event always should be to promote the message
of the event for which it is conducted.

Impact of Internal and External Factors
on successful planning of Events (cont.…d)
 The value system of the event industry is also a key
aspect of successful planning and execution of the event
.
 The events should be conducted by keeping in the
necessary facts of the event , the place where it is
conducted , number of people attending the event , etc.

Impact of Internal and External Factors
on successful planning of Events (cont…d)
 The external factors of the environment such as the climatic
conditions , political changes , changes in the laws might affect
the planning of events.
 Hike in the tax rates , media relations effect the execution of
events in an orderly manner.

CONCLUSION
 From the above presentation, it can be concluded
that to plan and execute an event analyzing of
the environment and the factors of the
environment is important .
 SWOT analysis is key aspect in planning an
event as it identifies all the strengths and
weakness of the events and the opportunities of
the events.

References
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