Diversity in the Events Industry

Global Events

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Determine the diversity of global events industry ................................................................1
P2 Factors which impact the development of events industry globally .....................................4
TASK 2............................................................................................................................................5
P3 Identify the value, impact and legacy of a range of global events ........................................5
P4 Strategies for the enhancement of global events ...................................................................6
TASK 3............................................................................................................................................7
P5 Examine the effect of macro environment of global event industry ....................................7
TASK 4 ...........................................................................................................................................8
P6 Application of SWOT analysis to identify internal business environment ``......................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Global events means when a particular organisation or people conduct particular art at a
determined time and place in an international level in order to entertain and engage public in an
effective and efficient manner. There are different sort of events such as conference &
exhibition, corporate events & seminars, promotion or fundraising, music & art performance,
sports, festival, trade shows and many more. The foremost aim of organising all these events is
to enhance business profitability, improve brand image, enrich sales performance, creates
positive impact over community or society in an improved style (Babcock and et. al., 2015).
There are various factors or challenges which threat particular establishments to acquire best
positioning within competing industry. The key feature which leads a specific events successful
is that acquiring novel ideas or technologies within their business functions in a better manner. In
regard of this report, London's Excel Exhibition Centre has been considered which is established
in UK and where several kinds of events occurs by different groups. However, the reason behind
conducting this study is to identify the competition level of existing market in order to attain
increased level of profitability among UK marketplace. In this study, it includes to determine the
diversity and factors of global events industry, strategies for enlarging global events market
share. Finally, application of appropriate models or concepts to examine micro and macro
business environment.
TASK 1
P1 Determine the diversity of global events industry
In present era of market scenario, there is an intense level of competition which generate
high range of opposition or rivalry among companies that directly influence its decision making
capability. So, to enrich the productivity and to improve overall performance organising
international event plays a significant role. However, in context of London Excel Exhibition
Centre, they provides various platforms for companies to improve their brand image by
conducting events like exhibitions, music, art and etc (Berkebile, 2017). in an efficacious and
expeditious mode. Diversity means combination of different culture, economies, language,
policies, ideas which nurture and portray by organisation to create a positive image and to
maintain better relationship among community or society for enhancing the overall performance
performance in an amended manner. As the technologies and innovation increases, it create huge
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threat over London Exhibition Centre in terms of taking corrective course of action for surviving
within competing marketplace for longer period of time. However, the hosting of international
events such as Olympic, cultural, music, games and etc. have been seen as opportunities to
stimulate growth or development in country and specially cities who host the programs.
However, global events industry contains several diversity within its sector which has its own
ideas or concepts that differ from each other. Therefore, the diversity of global event sector are
explained below:
On the basis of size
Local or community events: Under this, it is refer to those event which is planned or well
structured gathering on public premises consisting of 50 or more audience and that is blocks/
reserves access to public property. Some of the examples are pre planned Marches, parades,
Weddings, Concerts in the part and so on for engaging public emotionally and mentally in an
improved way. For example, London Excel Exhibition Centre organised Olympics in 2012
which raised the profile of UK in an impressive style as it generated huge impact over
community by bringing them together and empowering each individuals to participate actively
over event. Due to which they gain team spirit and positive bonding among each other in-spite of
all religion, culture and beliefs (Burson and Wright, eds., 2015).
Major events: It is refer to those type of event which has the potentiality or capability to
be internationally significant through which they can generate interest, profile or visitation from
other countries in order to gain competitive advantage. Some of its are sports, cultural,
appreciation events and so on bring momentous economic advantage to cities or regions in which
they are hosted. However, major events of all kinds, sports are considered as major element in
the competitive market that provide attraction for particular residents as well as ensure that the
city's name is profiled in national and international media.
On the basis of form or content
Cultural events: It is relates with those event which represents culture in terms of music,
art, poetry recitation and many more for improving the economic, social and cultural status of
company in an improved way. For example, local festival, Parades, volunteer activity for
charitable firm and etc.
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