Global Events Report: Examining Impacts, Strategies, and SWOT Analysis

This report provides a detailed analysis of global events, examining their diversity, development within the global market, and the environmental impacts associated with them. It explores the value, impacts, and legacy of these events, as well as management strategies employed by event organizers. The report also delves into the positive and negative impacts of global events, and concludes with a SWOT analysis to assess their strengths, weaknesses, opportunities, and threats. The study focuses on the London ExCel Exhibition Centre and other event management companies, highlighting key aspects such as event planning, structure, and the importance of considering cultural diversity and audience preferences. The report also addresses the factors driving the globalization of events and emphasizes the need for environmental protection and sustainable practices. The conclusion summarizes the key findings and provides recommendations for future event management strategies.

GLOBAL EVENTS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
LO 1.................................................................................................................................................1
P 1. Diversity of the events in global.....................................................................................1
P 2. Development of the event in the global market..............................................................2
LO 2.................................................................................................................................................4
P 3. Impacts of the global events over the environment considering value, impacts and legacy.
................................................................................................................................................4
P 4. Management strategies....................................................................................................5
PART B............................................................................................................................................7
LO 3.................................................................................................................................................7
P 5. Positive as well as negative impacts...............................................................................7
LO 4.................................................................................................................................................9
P 6. SWOT Analysis...............................................................................................................9
CONCLUSION..............................................................................................................................11
REFERANCES..............................................................................................................................12

INTRODUCTION
As per the view of Cornelissen, (2017) Global event is the event which used to
happen at the international market in order to gain maximum customers. It is a best way
to exchange culture and share knowledge between each other. Here for the study
Mother event management company is taken which is a very popular company for event
management in UK. The company has done various events locally as well as globally.
The other company which is taken for the study is MKG group which falls under
hospitality industry and was founded in 1985. Its headquarter is in Paris and key people
is Georges Panayotis. Here in the study Diversity in the global events are discussed in
detail along-with how to develop a event in the global market and what are the
strategies to be followed are described in detail. SWOT analysis and positive as well as
negative impact are also described in detail in the study.
PART A
LO 1
P 1. Diversity of the events in global.
According to Jarzabkowski, Bednarek. and Spee, (2015) As the taste and
preferences of the audience are changing there is a huge requirements for the London
ExCel Exhibition Centre to change accordingly. The events are now more required as
per the theme for example if the theme is of beach then the events must be designed
considering the beach in which there must be palm trees, sea or ocean, sand etc. which
will make the participants feel that they are in the beach and no other place. In the
events the participants are from all the globe which the Center must consider it as a
challenge. The London ExCel Exhibition must make ensure that people from each
community as well as background are enjoying at their best level. The global event
industries are trying so hard by visiting the country and knowing the cultures in the
countries and then organising the event by adding flavours in it.
Structure of the global events varies company to company in which the things
which are common are the details of the venue, time for attending the event, what to
expect in the event and information of the conferences. All these are the basic structure
of an event but in today's world which is digital all of these things are mentioned online
in which customers which are targeted and can be pinched by customized structure
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advertisements which can highlight the points which the group of customers are willing
to expect. For example if the group is from Italy then structure can be made of Italy in
which the audience of Italy can be targeted.
The events are organized by planning in which the first step of the event is to
plan. A team of professionals are there for framing the plan in which the plus as well as
minus points of the event are discussed in detail. The factors which are also important
in organising the event are the budget, estimated revenue, sponsors and developing
branding and logos. There are various roles of event in the society in which the cultural
background of any community is highlighted in which how the life used to be earlier is
communicated to the audiences by performing dance, shows etc. This makes the
society aware of how their life was at that time and how the life is now. The society
enjoys the event in which there are lot many things to offer under a single roof. There
are different types of events such as sports events, cultural events, trade shows, theme
parties, wedding etc. All these events impact the society in different ways, for example if
the event is of sports then it will impact the sports audience by motivating them to play
more games and take it is a profession as well as a fitness mantra. Taking another
example if the event is of trade show then it will impact the society by motivating the
society to do business and what are the results of business outcomes, how to make
profit via zero investments, all the matters related to business will be discussed in detail
in the event which will help the audience to know the business insides.
P 2. Development of the event in the global market.
As per the view of Cohendet. and et.al., (2018) There are various factors which
have resulted in the development of events in the global market and are as follows:
Local level
Demand of the local audience.
The demand of the events in the local level is huge which have resulted in
development of the concept where the local audiences can be gathered together in
order to inform them about any particular topic with entertainment. There was a huge
interest among the local audience which motivated the event organizer s to organize an
event which makes the audience enjoy and feel better.
Family factors
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According to Getz. and Page, (2016)After the work every one wants to do
activities which makes them motivated and ready for the work again. The family factors
also motivated to organize events which can be enjoyed by the family member all
together. The events which are informative must be known to the children in the family
which will help them understand the factors of the life and factors which are motivating
them to exist. If the family is friendly enough then it can result in full on enjoyment via
events.
Local areas
According to Cranston, (2016) If the area is local then it is must have event in the
area which will make the audiences visit more as the event has been organized in that
particular area. For example if there is a festival in Spain known as “La toma'tina” where
in which the audience play with tomatoes by throwing them on each other. This resulted
in the demand of an event by the locals in the area which is Spain.
If the local events are contrasted with the international events it is seen that the
due to the loopholes in the local events it resulted in the demand of the events at a
global level and the sam are mentioned below:
Global level
Knowledge expansion
According to Gibson. and Warren, (2018) The international audiences were more
towards the expansion of the knowledge towards the different languages, different
cultures, different clothes as well as different beliefs of the people residing at different
parts of the world. This resulted in the events to expand at the global level. If it is
compared with the local level then the knowledge was limited but at the international
platform the there is no limit of the knowledge which also resulted in expanding the
events at global level.
Cultural advancement
Cultural advancement is another factor which have forced the globalization of
event. The audience of different nation wants to get culturally rich by taking all the
advantages from the cultures of different nations.
Demand of the international public
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As per the view of Jones, (2017) There was a great demand of the international
public wherein which international artist and their talent must be shown to audience.
The international talent must be shared with the audience in order to expand the talent
of an artist, there is a must need for a platform which has given motivation to the
organizers to conduct event at the international level. The local people were having the
demand at the limited area but the international demand which was having a large
amount of audience and also the higher chances of earning revenue gave a push to
global events.
According to Ammann, Blickle. and Ehmann, (2017) London ExCel Exhibition
Centre must focus on local as well as international factors which have resulted in the
globalization of events. These factors will help the Centre by giving insights and this will
lead to better arrangement of the events by which the audience can be entertained fully
and this will also lead to full satisfaction of the customers.
LO 2
P 3. Impacts of the global events over the environment considering value, impacts and
legacy.
As per the view of Laursen. and Stone, (2016) There are various evaluation
techniques which are used to value the global impacts over the environment such as
Formative Evaluation technique in which how well the events are conducted and what
are required changes to be made. Summative evaluation technique is another
technique in which based on the previous events organized by the London Excel
Exhibition Centre are valued on the basis of effectiveness of it towards the environment
and then suggestions are given in order to improve anything which is lacking in the
effectiveness. It is must value the impact of the global events which have been on the
environment based on the past records of the event companies. The same will help the
organizations to find out whether they are harming the environment which can be water
bodies, climate and soil, or are doing great things to make the environment better by
planting trees, giving education to the children and providing free healthcare benefits to
the society.
Impacts are also a critical part which the event organizers must conclude in
which what are the impacts of the global events over the environment are taken. The
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impact can be positive as well as negative. Some organizations in order to make profits
may harm the environment and some genuinely believes in the environment protection
and this results in environment protection and social welfare activities. Global events
are giving rise to global warming on the negative side in which it is leading to air
pollution, rising temperature and spreading diseases which are insect-borne. But if it is
seen on the positive side of global events, it is impacting the environment in positive
way in which humans are entertained, their stress level reduces and also this motivates
the employees to work more effectively and efficiently.
According to Hoffman, (2019) Legacy of global events which have impacted the
environment by increasing the opportunity cost of the events which is causing the
organizers refusing the orders. This is because of the high cost which is due to
consideration of environmental costs.
London ExCel Exhibition Centre must focus on environment protection because it
is must protect the environment if a good message is been shared with the audience.
The Centre must focus on factors which are giving boost to the environment
degradation by evaluation and then immediately rectify the factors. Centre should also
not bother about the cost because the cost does not matter if it is of environment
protection. It is because if the cost once occurred will help in building image as well as
reputation of the exhibition which will lead to more offer and more business due to
reputation.
P 4. Management strategies.
As per the view of Verger, Lubienski. and Steiner-Khamsi, (2016) Management
strategies are the techniques by which the organization is directed to achieve goal
which is set. The strategies include the leadership and the tactics using by which the
organization can easily achieve the goal which may be profit making, social welfare or
both. For the event management the management strategies used by the industries
varies form company to company. Benchmarking is one of them in which the top events
management companies are selected for the purpose of finding out the best things from
them at which they are best of and then benchmarking is done on that best part. It is
best because not a single company is taken rather multiple companies are taken for the
purpose of benchmarking. The other strategies which supports responsible event
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development are budget control in which the manager of the event first estimates the
budget on the basis of which whether to accept the project or not is decided. The
budget control strategy helps in estimating the cost as well as revenue on the basis of
which the profit as well as loss is estimated. If the project is profitable then other factors
such as location and environment are studied and if all these factors are good then the
event project is accepted otherwise the project is rejected. Best practice is another
management strategy which helps in evaluating the past project and the best project
which has resulted in the best performance and best result is selected after comparing
several companies under the event management.
According to Szolnoki, Thach. and Kolb eds., (2016) In order deliver the
strategies the management continuously work on evaluating the actual performance
with the budgeted performance. If there are any loopholes, they must filled by the
London Exhibition. For example if the event company A is better in background and
theme management and company B is better in management of the team then from
both of the companies their key points are selected and then implemented in order to
get the best results which can drive more profit and also better results by which the
company can satisfy the customers well and also entertain well.
These strategies are developed recently considering the needs and wants of the
audiences. It is most important to manage things if the event is at global platform. There
are large number of audience appears at events which are at international platform. The
strategies are developed considering what are the short term goals of the event
company and also the long term goals of the company. Thier is also other reasons for
developing the management strategies which are profit making, cost reduction and
increase in the productivity of the company.
London ExCel Exhibition Centre must follow the strategy of benchmarking it is
best for the Centre because it helps in determining the performance expectation setting
and gaining the insights at what factors other companies are better and how to
implement those factors inside the company.
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PART B
LO 3
P 5. Positive as well as negative impacts.
According to Pifer. and et.al., (2018) global events are the events which
organize on the world level and where the crowd and money is spent on wide level.
PESTLE analysis of global events industry and there influence on decision-
making:-
Political factors- in this factor there are two effects on global event industry named
MKG's is US based company which organize global events.
Negative effects- positive factors may put their effects on global event industry as on
the currency, export-import, protection and more if MKG is a US company if they did
there events in India so it is hard for there currency exchange as India is very crowded
country so events protection is typical to get, So there is risk.
Positive effects- MKG's have global reach so the culture diversification evolves around
different countries and give work to the local public during global events
Economic factors- MKG economic factors like fiscal policy, productivity, exchange
rates, inflation how they effect for economically to organization.
negative factors- MKG spent high volume of money in the events as these events
are huge and on large scale and on that big stage it is very complex to take
decision on economic bases.
Positive factors- MKG helps other country economy to grow as because they pay
high rate of return on events.
Social factors- international company like MKG have there good social relationship
with others countries.
negative factors- some countries like India are very crowded so it became very hard
to manage such crowd or being social to them so there are some social
responsibility denies.
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Positive factors- MKG is that global company which organize such big events and also
helps society like by organize charity events on for society. Here decision-making and
managing such big task evolve their growth and goodwill in society.
Technological factors- factors related to new and effective technology which have
direct connection on the making of global event company holds tuff decision-making
negative factors- technology plays a vital role in global events and technology
sometimes be a position or a spoiler of an events and also may disturb the whole event.
Positive factors- technology friendly and tech advance event industries like MKG spent
there high % on technology for better and growth and these technology decision
help to enhance and for better quality.
Legal factors- factors where decision-making is needed at every level
negative factors- sometimes company has to face such high taxes under other
government and sometimes licence of organizing event is tough to get.
Positive factors- research and quantitative decision-making may clear all legal factors
easily and MGK organizes world's largest gala where all superiors came to take part
where legal decision-making makes things smoother.
Environmental factors- MGK is US company, so they have to face such
environmental problems and has to find way for access. By making decision
accurate.
negative factors- Not every company is environmental friendly so in this case they may
loose position and effect climate and harm some actors of environment is hidden not
being seen but there presence is there so in that case bad decision-making may defect
and change
Positive factors- being environment friendly and may no cause harm to
environment is best for we humans MGK is propounded company who plays and
organize there events across the world and put research work, and they not prefer to
exploitation the environment at any case.
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LO 4
P 6. SWOT Analysis.
According to Qureshi. and Syed, (2016) SWOT analysis is the technique for
evaluating what are the internal strengths as well as weaknesses of a company and
also what are the expertnal opportunities as well as threats. Here for the study Mother is
taken which is a famous company in UK for the global event management.
Strength
Strength is a internal factor of a company which is better than the competition.
Strength of Mother is it is having a dedicated team which is passionate about the work.
Weaknesses
It is also a internal factor at which the company is weak at. If it is taken from the
point of view of Mother, the company is weak at cost management, in which the
company in order to recover the cost charges higher prices from the customers and this
gives advantage to the competition to enter into the market with fair prices.
Opportunity
According to Bieri, (2016) Opportunity is an external factor which if taken on time
then it can result in positive outcomes. Opportunity for the Mother is government
providing subsidy for using environment friendly materials, using environment friendly
materials which help the company to protect the environment along-with taking the
advantage of subsidies by which the company can make more profits and also this will
help in building good reputation.
Threats
These are the external factor on which the Mother must focus on otherwise it can
bring casuistical results. Here for the Mother the threat is external companies are
entering the market at very competitive prices by cutting its cost and reducing its
profits. Mother must focus on price strategy in which what must be the price of product
and what must be the cost of the product must be decided in advance in order to take
the competitive advantage.
In a successful planning of an event it is must to consider internal as well as
external factors in order to make maximum profits, strategies and cutting costs. For
London ExCel Exhibition Centre the plan is mentioned below:
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Marketing Mix
It is a combination of the factors which motivates the customers to buy products.
There are four factors in the combination of marketing mix known as product, price,
place and promotion. It is very much necessary for London ExCel to develop a
marketing plan which will contains a separate budget as well as separate strategies for
marketing in order to get better results.
Product
It is something which a company has to offer which fulfils the needs and wants of
customers. Here for London ExCel the products are festival events, religious events,
sports events and many more. For the marketing plan the company will be customer
service in which the company will focus on the providing premium services to its
customers.
Price
Price is the consideration which London Centre takes in against fo the service.
The company will adopt price skimming strategy by which the company will first charge
lower prices and then will increase the price respectively.
Place
Place is the area where the company will provide services, London Centre will
provide service all over the world with the branding strategy in which the company will
focus on branding by which the company will create awareness among audience.
Promotion
Promotion is a strategy by which the company can promote its services at place
it wants. Here the company will focus on marketing its services by digital marketing
using Search Engine Marketing which will help the company to set specific budget and
also Cost Per Click.
According to Cummins, Klumpes. and Weiss, (2015) As per the plan the
company will focus on internal factors such as cost reduction by finding alternative
materials which are cheap as well as productive. The other internal factors which a
company will consider under the plan will be increase in the advertisement budget. The
external factor on which the company will focus will be taking the subsidiary from the
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