P1. Analyse the diversity of the global events industry

GLOBAL EVENTS

Table of Contents
TASK 1 ...........................................................................................................................................3
P1. Analyse the diversity of the global events industry which includes the structure,
organisation and role of different types of events in society..................................................3
P2. Factors which influence the development of event industry............................................5
TASK 2............................................................................................................................................6
P3. Evaluation of the value, impacts and legacy of range of global events in which
environment operate...............................................................................................................6
P4. Various strategies which is used to measure the impact which is responsible for event
development...........................................................................................................................7
TASK 3............................................................................................................................................8
Covered in PPT.......................................................................................................................8
TASK 4............................................................................................................................................8
Covered in PPT.......................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
INTRODUCTION

Global event industry organises and develop large scale events such as festivals,
conferences, formal parties, concerts and conventions. This industry includes all types and size
of events from Olympics to business meetings (Van Dijk, 2019). Many organisations conduct
events in order to promote or attract customers, develop relationship with people, investors etc.
or to raise funds. Global events are conducted at international level in order to understand the
nature and behaviour of people to engage them in the industry or events. Various types of events
which are organised by event industry such as music, art events, sports etc. Companies under this
industry are differentiate from each other on the basis of their size, type, resources, organisers
and many more. This report is in the context of London's ExCeL exhibition centre who organises
events at global level. In 2012, they conducted an Olympic event by which they get success and
sustainability in the market. This report covers the diversification of the global event industry
and their role in different types of events in society. It explains the factors which influences the
development of event industry. In addition to this, it includes the internal and external analysis
on the global event industry.
TASK 1
P1. Analyse the diversity of the global events industry which includes the structure, organisation
and role of different types of events in society
Society plays an important role in order to achieve success and growth in the competitive
market and the event manager need to stay concern about the society (Jones, 2017). So, London
ExCeL exhibition centre provide various platforms to organisations to enhance their profitability
level by organising various events such as music, art, fashion show, sports etc. Diversity includes
the different cultures, languages, economies etc. which is maintain by company to attract
customers towards their product. Global event industry diversifies on the basis of size and form
or content which is discussed as:
According to size
Local or community events: These are the events which are organised to collect people
together or a kind of get together of communities on public property (Hudson and Hudson,
2017). These events are open for many people or there is no discrimination on the basis of
colour, gender, race etc. Purpose of this event is to develop economic growth, develop

community in society and motivate the community members to take participate in the activities
organised in the events.
Mega events: These events are short-term events with the profit of longer period. These
are conducted on the international basis and are organised to motivate people in business context
(Mansbach and Taylor, 2017). To conduct these events, it includes huge amount of investment.
Purpose of this event is to help business in order to protect their position in the tourism
marketplace.
According to the form or content
Sports events: These events include all sports activities such athletics, Olympics events
and many more which require particular skills and physical strength (Horne, 2017). To run these
kind of events government develop various rules and regulations so that they work within these
norms and they were help in achieving the competitive advantage.
Business events: This event is organised with minimum 15 people who have interest
towards business activities. These are conducted to build the valuable relationships and to bring
people together. Purpose of organising this event is to market their product, to give reward to
their business fellows. These events includes conventions, seminars, business meetings,
conferences etc.
Structure and components of event industry
Event management companies: It includes those companies and organisations who
organise various events and emphasis on running them smoothly as per customers demand
(Diffenbaugh and et., al. 2017). Various activities are organised by the event manager by
considering the type and size of event. For example, social events, business parties, weddings,
formal meetings etc.
Venues: This is the place or location where the event is organised. Venue is the key
element of every event because the success and growth of the event depends on it. Therefore, it
is important for an event manager to organise event by conducting research of various place and
as per the demand of customer in order to guarantee the success of event.
Event industry: It is consider as a complex industry as it include wide range of
companies in it (Sirunyan and CMS collaboration, 2017). All the companies under this industry
provide a necessary contribution in organising the event which is helpful in achieving wanted
result. Owners of the companies provide various facilities such as promotion, production,

catering, fun activities and many more. These factors helps the companies who are engage in
event to satisfy the customers demand so that the purpose of conducting the event fulfilled.
Role of event in the society
 Events are those platforms which put positive impact in the development of economy.
From the above discussion it is summarised that mega events are best because they help
in achieving profits and put positive impact on the society in terms of economy
(Bowman, and et., al. 2017). For instance, festival events plays important role in
developing the society by connecting and developing communication between people and
communities which is helpful in the succession of an event.
 Events develops the social cohesion and existing resources within the society. Some
events are organised in order to make money which are mainly business, sponsored
events etc. which is helpful in contributing towards economy. It is the responsibility of an
event manager to organise memorable events or great experience for their attendees in
order to achieve objectives.
 From these events, people are able to understand and develop their knowledge about
various religions, culture etc. So, that they provide their proper support in engaging these
kind of events which results in the development of economy and success of company in
the society.
P2. Factors which influence the development of event industry
Event industry plays an significant role in the development of economy and it is the
responsibility of event manager to achieve success of the event to gain higher position in the
market segment. There are different factors which put huge impact can be understood by
following points:
Demand and motivation for different type of events: Events are an important motivator
for any organisation. As by conducting events, industry can know about the requirement and
taste of customers and helpful in making plans. Events who are organised for the purpose of
motivation are planned events and are directed towards the action to meet the requirement(Mora
and et. al., 2017). People need events in order to learn, discover and motivate themselves. Events
enhances the motivational factors which affect the audience such as personal, social, culture,
economic etc. All these factors helps the London ExCeL exhibition centre in order to attain

market share, profits and revenues in the shorter period of time which increases their reputation
and financial position.
Event history and socio-cultural factors: This factor emphasis on the requirements,
demographic, cultures and many more which put both positive and negative impact on the profits
and revenues of the company (King, Karoly and Henley, 2017). So, to tackle these factors
London ExCeL exhibition centre create aware about the public issues, various culture and beliefs
of the people which help the organisation to gain their develop their knowledge about various
socio-culture factors which is beneficial for the development of economy.
Hence, the above discussed factors put huge impact on London ExCeL exhibition centre
if the does not consider them while organising any event or in their operational activities. So, it is
necessary for company to include all these factors to gain best position in the market.
TASK 2
P3. Evaluation of the value, impacts and legacy of range of global events in which environment
operate
Events which are conducted by various companies put major impact on environment and
this is because companies use variety of resources to complete these events. In the context of
London ExCeL exhibition centre, they conduct events at both local and global level. Their events
impact the environment in following manner:
Social and cultural impact: The event industry put positive impact as it develop
networks and build communication inside and outside the community and the cultural aspects are
promote awareness about culture, tradition and religion (Hughes and et. al., 2017). For instance,
in cultural events people will come to know about their society, languages, culture, religion and
many more. In addition to this, it put negative impact such as community ownership loss, rude
behaviour, conflicts among people etc.
Physical and environmental impact: This factor serve best to the public as per their
requirement and also helps in the physical factors such as in transport or communication service.
Apart from this, it put negative impact as it damage or waste the environmental factors and also
cause noise pollution.
Political impact: Events also influence the industry on political basis which positively
impact the companies such as promoting investment, improve their reputation at international

level. Furthermore, it put negative impact as risk is indulged in every event like failure of an
event, shortage of funds, attraction of general public etc.
Tourism and economic impact: Events put positive impact on tourism industry and also
helps in developing the economy like improves the number of tourism leads to increase in
income, reputation and revenues by events (Vrba, 2017). By the succession of event job
opportunities are also created as to conduct any event manpower is required which creates job
opportunities. In addition to this, it put negative impact as higher opportunity cost, loss of
reputation and many more which directly influence the economy of country.
Contribution of event to economy
National level: London ExCeL exhibition centre organise events on global level which
impact the economy of nation. It is because as in globally organised events, audience come from
different country, state or different religion which leads to increase the foreign currency.
Increment of foreign currency is beneficial for every nation for its economy.
Regional level: Events helps in increasing the collection of domestic tax which helps in
developing the economy.
Local level: In addition to this, events play an essential role in developing the economic
growth at local level (Subramaniyaswamy and et. al., 2017). This happens because by
conducting events, job opportunities are increased and with the effective and efficient manpower
the available resources are utilised in an effective and efficient manner.
Event legacy
Long term impact on stakeholders: It refers to execution of an event which includes
various types investors, organisers, visitors etc. which affect according to the success of
business. Like if event get success and attract more people towards the various organisations
then stakeholders are also able to earn profit on their invested capital. It is also beneficial for the
visitors or people as they get entertained on the succession of an event.
P4. Various strategies which is used to measure the impact which is responsible for event
development
Techniques for measuring impact
Corporate environmental management model: This model is related with the
organisation's responsibilities to abstain from damaging the natural environment (Reinhard and
et. al., 2017). It helps in developing the capabilities which is helpful in enhancing the

competitive strategy while responding to new market, social requirements and many more. In
terms of measuring the impact on event on environment, this model is critical as it analyse the
responsibilities towards the environment is complete or not.
Balance scorecard: It is a strategic performance measurement technique which is helpful
in providing information on the selected strategy, also monitor and determine the targeted
illustrations (George and Ray, 2017). It is helpful in measuring and providing feedback to
companies. Here, data collection is critical in order to provide quantitative outcome in order to
make decision making better for them. It is related with the process of analysing goals and
objectives of different types of activities. Therefore, it is helpful in assessing the performance of
events.
Government plays an important role in in the event industry as various events like
conferences, trade shows and many more are get success which is dedicated to the planning and
permission of government for the venues (Government pledges more support for events industry,
2019). Government use events to control over the particular agendas and develop support for the
rules and regulations. Governments take responsibility for major global and political events.
Various events are conducted by the government and puts positive impact such as social
inclusion, local pride and identity.
TASK 3
Covered in PPT
TASK 4
Covered in PPT
CONCLUSION
From the above report is is concluded that global event industry is the rapidly growing
industry who contribute in the growth and success of the economy of nation in an appropriate
manner. This industry is diversified on the basis of size and form or content and every factor
plays an important role on their own in the development of an organisation. Furthermore,
PESTLE and SWOT analysis helps the industry or event manager to analyse its both internal and
external factor in order to attain them or achieve higher competitive edge. In addition to this,
various strategies and techniques are also discussed in the report as it helps in making and

developing the effective business decisions which is helpful in achieving desired result in the
short period of time.
REFERENCES
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unprecedented extreme climate events. Proceedings of the National Academy of
Sciences. 114(19). pp.4881-4886.
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Rajasthan, India: Implications for basin evolution and Neoproterozoic global events.
Journal of Asian Earth Sciences. 147, pp.254-270.

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Online
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<https://www.cranmorepark.co.uk/blog/301-government-pledges-more-support-for-
events-industry>./