Diversity and Impact of Global Events in Society

Global Events

Table of Contents
INTRODUCTION...........................................................................................................................3
P1.Diversity of the global event industry, its structure and role in society................................3
P2.Factors that affect the growth and development of the events industry globally..................5
P3. Evaluation of several key factors which influence the development in an event industry.. .6
P4. Critical evaluation of the techniques which are used to influence the shape and factors in
event industry..............................................................................................................................7
P5.Negative & positive impact of global events on macro environment ..................................9
Macro environmental factors and its impact on global event industry.....................................10
Recommendations for improvements ......................................................................................11
P6. SWOT ANALYSIS............................................................................................................11
CONCLUSION..............................................................................................................................12

INTRODUCTION
In current time, event is something that takes place at particular occasion or at particular
place according to the customers need and requirement. Film festivals, Christmas eve, Olympics,
marathon are the example of events. Global events are those which are conducted for a particular
time period and have reach large number of audiences globally. In this present report, London’s
ExCeL Exhibition Centre is taken into consideration, which is situated in UK, East London. The
company was founded in year 2000 and operates at global level. London’s ExCeL has
successfully organised many international events and one of the major event that it host
successfully is Olympics 2012. Now company tries to focus on how to improve its services and
gain more market share. This report is going to cover diversity of global events , its impact on
society. In addition to this, management strategies that is used to make event successful is going
to discuss. Later, it covers the effect of external factors on global events which impacts the
decision-making behaviour of an individual is discuss in this report (Indorkar, 2019)
P1.Diversity of the global event industry, its structure and role in society
Event is a planned occasion that takes place anywhere for a particular situation such as
marriages, birthday celebration, Tournaments, campaigns and so on. The events that have a
global reach and have bound with limited period is known as Global events. Such as Olympics,
Film Festivals, IPL etc. These events can vary on the basis of the size which are as follows:
Community or local Events: It is a planned activity that takes place at regional level or an event
which is of political, civic, educational and public nature. For example, a marathon is organised
by the local community in order to promote health in the society.
Hallmark events: These events are organized by the reputed and big organisations in order to
gain awareness of the public. These are held on a particular region or destination and have a
particular time period (Hwang, Chin and Chang, 2014)
Major events: These type of event take place when something important is happened or the
events that is organised by the big organisation is considered as major event. These events are
conducted with an aim or can effect any factors such as political, economic, social and so on.
On the basis of form:

Cultural events: These type of events are related to a particular culture. Cultural events are
based on some themes and ideas. In context to London’s ExCeL Exhibition Centre, the company
organized events according to the culture of its customers so that they can satisfy them and
remain for longer period in the market. Tomatina festival in Spain is an example of these type of
events.
Music events: it is a live performance which is presented in front of public. It is also known as
concerts, where famous personalities is singing on particular themes such as classical music,
folk, jazz and so on. These type of events are of short time period and based on themes.
Goldfrapp music event that happens in UK is the example of such events where large number of
people visit for a particular period of time. With reference to London’s ExCeL Exhibition
Centre, they can organize these kind of events which will increase its market presence and lead
to high success.
Components & structure of Event industries:
Venues: it is considered as the most important component for the customers that is the location
of the event. Customer prefer those venue which they feel convenient, comfortable and
attractive. In context to London’s ExCeL Exhibition Centre, the event managers can approach
venue to the customer as per there requirements which will lead to satisfaction and turns into
customer loyalty.
Event management companies: Event industry is represented the associations. Event
management companies give service to the customer from starting to the completion of the
event. Through this, organisations build a good reputation in the market and increase its
productivity. With reference to London’s ExCeL Exhibition Centre, they can offer full
packages to the customers which includes each and everything that is needed in an event. This
will increase its market position and directly impact on the sales of the company (Jepson and
Clarke, 2014).
Role of events in society
There are different events that impact on the societies. Music event influence the
behaviour of society as music connect people emotionally with it. The sound and theme of music