External Environment Factors Impact on Excel London in Context of Events

This report explores the impact of external environment factors on Excel London, a venue management company. It discusses the influence of political, economic, social, technological, environmental, and legal factors on the business. The report also provides recommendations for developing a sales and marketing strategy, with a focus on online marketing and the use of social media. Additionally, it addresses the specific barrier of sustainability and suggests solutions for overcoming it.

HOSPITALITY AND VENUE
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Description on external environment factors impact on excel London in context of events.......3
Recommendation on how venue can develop its sales and marketing strategy..........................5
TASK 2 ...........................................................................................................................................5
Identification on one solution to barrier the venue currently faces.............................................5
Description on review of external environment analysis and solution to any specific barrier....6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality management defined as application of managerial concept and structured
leadership in areas of accommodation, guest service and dining etc. Therefore, venue
management is inclusive of activities that relates with operation of building such as sports
arenas, conference and performance theatres (Schwarber and Kaplita, 2020).
The present report is based on business activities of ExCel London, It is an exhibition and
international convention centre within custom house area of Canning Town, East London.
Furthermore, assignment has covered the activities as to assess the external
environmental components that are impacting Excel London. Moreover, identification will be
conducted on specific solution to barrier faces by venue. Lastly, review will be undertaken of
external analysis to provide solution to barrier.
TASK 1
Description on external environment factors impact on excel London in context of events.
PESTLE analysis termed out as marketing tool that used to measure the impact of
external forces on the business (Yang and Lam, 2020). Henceforth, detailed analysis of micro-
environment can be conducted with use of Pestle. These are outlined as below context as-:
Political factor- The venue management activities are largely dependent on the government
regulations of the country. Thus, rules and regulations framed by legal authorities has profound
impact on the business activities of ExCel London. However, government are framing various
policies that can be beneficial to Hospitality and venue management companies. There are some
factor that has pose threat to such industry (Lagoudis, Theotokas and Duru, 2020). Therefore,
terrorist attacks impacts the tourism activities of the country. Additionally, changes and reforms
of licensing laws impacts the government policy. International trade and investment like many
other sectors can affect the working and Brexit also poses a potential risk to current relationship
that is underpinning the sector. Hence, one of major challenge that is facing by the British
economy is advent of EU era is a potential staffing crisis. Event suppliers are not able to
undertake the functions due to ready availability of EU staff members.
Economic factor- The changes in the economic components massively affects the Hospitality
and venue management industry (Sunshine, Goodman and Ripberger, 2020). Henceforth,
inflation, recessions and other economic fallouts has profound impact on business activities of
ExCel London. Direct economic impact can be measured as total amount of additional

expenditure in the defined geographic area and this directly attributed to staging an event.
Henceforth, foreign exchange rate are linked to recession. If nation goes into recession that
reflects that economic conditions of such place are less favourable. This can aids to enhance
investor to abandoned its currency (Bishop, Gibbs and Lantz, 2020). Herein, fluctuation in
exchange rate can have the sizeable affect on the profitability of the enterprise. The fall in
unemployment can bring benefits on the event industry. It can be beneficial as this leads to
enhance in demand for training events for new recruits. This can be taken as beneficial to ExCel
London as this results into rise in number of training events that needs more money.
Social- This is components that defined as varied cultural norms and attitudes of targeted
demographic of employees, partners and competitors etc. Changes in preferences may have huge
impact on consumers. Thus, population demographic can influence the underlying rate of growth
of economy, structural productivity growth, saving rates and living standards etc. Population
demographic is train that needs to be use by ExCel London to determine the preference of events
and buying behaviours of customers (Law, Cheong and Davol, 2020). Current trends as Event
apps, live streaming, Venue haunting, digital swag bags are some of trends that can give big push
to select venue management to lead event successfully. All trends must be focused on one goals
is to create memorable and amazing experience for event attendees.
Technological- This is factor that greatly influence the working of industry. In addition to this,
event management technical advancement can assist to enhance the experience of attendees.
However, technological advancement make the work or event manager easier and this also aids
to focus on main parts of the event (Seyfi, 2020). By the use of Media technologies the better
planning can be conducted through crowd shaping as this can aids to collect the data about the
attendees to bring improvement in the event management companies. It is the data that can be
gathered with use of social media platforms or event management apps. ExCel London uses
media technological advancement and this have positive impact as this enhance the interactivity
with host via an app or social media tools.
Environmental- It is impact that is increasing on venue management firm in terms to gaining
traction. With help of sustainably planning into consideration, the organiser of the event may
have opportunity to prevent the potential negative impacts that given to large number of
stakeholder involved to enhance the sustainability of events ( Brito, Júnior and da Costa Diniz,
2020). ExCel London undertakes sustainable events that drives the demand with use of

innovative technological and techniques to lead more efficient use of resources and bring
improvement in delegate experience. Henceforth, sustainability practices can able to enhance the
demand for hospitality and venue management services of a particular country. Thus, event can
be organised successfully with use of allocating the sufficiency resources to build the event
activities successfully.
Legal- The Impact of the General Data protection regulation has transformed the techniques of
collecting the data through registration forms. In order to make the venue management event
successfully the entity needs to takes the comprehensive approach to enforce the GDPR in all out
IT operations. ExCel London uses the GDPR in relations to trained the all internal staff that aids
to create the culture of data protection awareness.
Recommendation on how venue can develop its sales and marketing strategy.
On the basis of external environment, the recommendation will be outlined as how the
venue can develop its sales and marketing strategy as-:
On-line marketing: Use of social media- The explosion of growth in e-commerce can be
defined as attractive tool that aids to boost the online sales. By the use of social media platforms
ExCel London can able to promote and sell the tickets of events from online mode. This can aids
to enhance the online sales and generate awareness (Barthel, and Ess, 2019 ). By the use of
online mode, the interference of the political groups can be reduced as a threat to nation well
being. Thus, chances of getting fluctuation in exchange rate, interest rate and level of
employment can be prevented. By use of it, the event reviews can be undertaken and this can
helps to create the trust and also enhance the insight into product that is one of the great way to
enhance sales.
However, social media platforms life Facebook, Twitter, Instagram and Pinterest can be
defined as the great marketing tool that can aids to enhance the awareness. This enables to bring
remarkable success to business and also creates the devoted brand that advocates and aids to
enhance the sales. Social media is the internet services that helps to interact with other and share
and create content with the use of online communities. It is tool that is considered as one of the
great marketing opportunity for all sizes of businesses.

TASK 2
Identification on one solution to barrier the venue currently faces.
The sustainability is one of the common issue that is affecting the working of ExCel
London. However, the chosen enterprise is taking initiatives to be 100% committed to tackling
the challenges of sustainable developments and to operate business activities within the
responsible corporate entity (Watanabe and Minagawa, 2019). However, the ExCel London is
developing the policy that continuously evolve and implement the practices that aids to deliver
the economic security, environmental and social benefits. Therefore, there are several of the
reason due to which environmental friendliness has become one of the top priority. The practices
of sustainable event management already become niche in the field of event organisation. ExCel
London is taking steps towards to adopt greener approach in terms to planning and event
management. Additionally, there is must be both environmentally and socially focused decision
plays the vital role in undertaking planning and execution of an event. In order to maintain the
sustainability, this is crucial to identify the nature of the event, type of guest and this is crucial to
specifies the venue and technology that being used about the social and environmental impact.
Strategic preliminary plan will support the other aspect of event management (ExCeL London is
100% committed to tackling the challenge of hosting sustainable events, 2019).
In order to solve this issue, the firm is working with the supplies and customers to bring
improvement in sustainability performance with undertaking of the activities. This entity has
developed the policy to be commit to maintain and operate sustainability in compliance with
both requirements such as ISO20121 and ISO14001. It is the policy that is supported by the
Executive team and owners. Therefore, the objectives are also framed out that aids to monitored
and measured regularly that enables to continue improve against the set targets. However, all
staff of Excel London are responsible in terms to undertaking the execution of this policy to
make ensure that all requirement are being properly met. Herein, the effective coordination and
evaluation is ongoing principles to maintain the sustainability event management practices.
Description on review of external environment analysis and solution to any specific barrier.
By undertaking the external analysis with use of components as political, economical,
social, technological, environmental and legal etc. It has been identified that political climate of
UK can prevent the brand success (Schwarber and Kaplita, 2020). Thus, changes in the interest,
unemployment rates also have the huge affects in terms to deciding the venue management. The

another issues that has been identified with use of undertaking macro environment analysis is
consumer trends that is changing continuously. To make the event successful, the venue
management companies needs to apply innovative practices so better things can be carried out.
Henceforth, this has been identified that trends of consumer is one of the specific barrier
that has profound impact on event management activities (Yang and Lam, 2020). In order to
cope up up with it, the entity needs to undertake the steps by use of technological advancement
that enhance the sales and efficiencies of event companies. Innovative team building aids to
bring better ideas and this assist to make the event activities successful.
CONCLUSION
Hereby, it can be summarized that venue management inclusive of activities or duties that
is relate with operation of undertaking an particular event in manner of performance theatres,
concert halls and sports arenas etc. The present report has covered the business activities of
ExCel London, UK. Furthermore, study has covered the activities as to assess the external
environment components that impacts the working of ExCel London. Also, recommendation has
been given with use of On-line marketing: Use of social media to develop the sales and
marketing strategy of Venue management. Moreover, study has identified the barrier of
sustainability that is majorly faced by ExCel London. Lastly, review has been undertake with the
use of external enviornmental analysis by identifying solution to identified barrier.

REFERENCES
Books and journals
Schwarber and Kaplita, 2020. Product inventory management for product dispensers at venue.
U.S. Patent Application.
Yang, W. and Lam, P.T., 2020. An experimental contingent valuation of users’ attitudes towards
a Crowd Management System. Safety science. 121. pp.231-239.
Lagoudis, I.N., Theotokas, I.N. and Duru, O., 2020. Date: 10-13 June 2020 Venue: The Hong
Kong Polytechnic University, Hong Kong.
Sunshine, S.A., Goodman, R. and Ripberger, M., TixTrack Inc, 2020. Sports and concert event
ticket pricing and visualization system. U.S. Patent 10,528,894.
Bishop, P.C., Gibbs, T.M. and Lantz, J., 2020. Crowd Management and Special Event Planning.
In The Professional Protection Officer (pp. 283-293). Butterworth-Heinemann.
Law, I., Loe, H., Cheong, E. and Davol, A., 2020. Application-based commercial ground
transportation management system. U.S. Patent.
Seyfi, M., 2020. Event Management in Social Media. In Handbook of Research on Social Media
Applications for the Tourism and Hospitality Sector (pp. 149-163). IGI Global.
Brito, J.A.S., Júnior, N.T. and da Costa Diniz, R., 2020. Operations flexibility in events
organization. Tourism Management, 76, p.103959.
Barthel, T.J. and Ess, J.P., UBERFAN LLC, 2019. Event-related media management system.
U.S. Patent Application.
Watanabe, C. and Minagawa, J., 2019, February. Event Venue Navigation for Visually Impaired
People. In 2019 IEEE International Conference on Big Data and Smart Computing
(BigComp) (pp. 1-6). IEEE.
Online
ExCeL London is 100% committed to tackling the challenge of hosting sustainable events. 2019.
[Online]. Available through: <https://www.excel.london/exhibitor/venue-services/waste-
management>
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