Tourism and Hospitality Research and Analysis

This report provides a STEEP and SWOT analysis of Reeds Exhibition, a global event organizing organization. The report analyzes the macro and micro environment of the organization and provides insights into the socio-cultural, technological, environmental, economic, and political factors affecting the industry.

Running head: TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS
Tourism and Hospitality Research and Analysis
Name of the Student
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1TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS
Table of Contents
Introduction......................................................................................................................................2
Macro context: STEEP analysis......................................................................................................2
Socio-cultural Influence:.............................................................................................................2
Technological influence:.............................................................................................................3
Environmental Influence:............................................................................................................3
Economic Influence:....................................................................................................................3
Political factor:.............................................................................................................................4
Micro Context: Porter’s five forces.................................................................................................4
SWOT analysis................................................................................................................................5
Reference List..................................................................................................................................7

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Introduction
Reeds exhibition is considered to be a widely known event organizing organization. The
company has a portfolio of organizing more than 500 events across 40 countries including USA,
China, UK, France, Germany, Australia, USA and Middle Eastern countries like India, Russia
and China. The chief focus of the company is large scale business to business events. However,
the organization also runs a smaller number of consumer events (Rogers and Davidson 2015).
The purpose of this report is to analyze the micro as well as macro environment of the mentioned
organization. In order to conduct macro analysis, STEEP analysis of the mentioned organizing
will be performed. For micro analysis, SWOT and Porters five forces analysis of the Reeds
exhibition will be performed in this report.
Macro context: STEEP analysis
In order to analyze the changes in the existing or target market and develop strategies to
cope up with the changes, it is highly crucial for the management of Reeds Exhibition to conduct
STEEP analysis.
Socio-cultural Influence:
Globalization was considered as one of the driving forces for the growth of the exhibition
industry. Due to globalization the demand of holding exhibitions due to higher product inflow
and direct foreign investments and capitals have increased. Along with that, with the
enhancement of brand awareness among consumers has made it more obvious for companies to
hold exhibitions (Reedexpo 2018). Thus the socio-cultural factor imposes positive impact on the
event and exhibition industry.

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Technological influence:
Technology plays a major role in the development of the event and exhibition industry.
Due to the enhancing power of the digital interface that takes place between buyer, exhibitions
and intermediaries prior to the event help the organization to understand the specific needs of the
consumers and enhance consumer loyalty. Moreover, technology also enhances the organizations
to enhance their business through popular social media platforms like Facebook and LikenIn.
Environmental Influence:
The environmental factor imposes mostly positive impact of the exhibition company.
Enhanced environmental awareness across the world have resulted is increase in the overall
revenue of the industry since the mentioned factor have opened the scope of conducting
exhibition by the companies for perceiving environmental awareness (Evans 2015). However,
there remains the risk of events getting cancelled due to natural disasters like flood. Moreover, in
order to gain competitive advantage, event and exhibition organizations need to develop eco
friendly materials as well as production technologies in order to avoid pollution.
Economic Influence:
The growth of the exhibition industry is highly dependable on the local economic
condition. For instance, considering the fact that one of the most potential markets of Reeds
exhibition is china, the economic development of the nation along with increasing number of
exhibition centers is enhancing the opportunity of the events and exhibition industry to enhance
its yearly profit (Rogers 2013). Though, the fact that the recent recession all over the world had
imposed a negative impact on the revenue of the mentioned industry cannot be ignored.

4TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS
Political factor:
Increasing political pressure in order to make regulations as well as policies to reduce
greenhouse gas emissions is one of the chief political factors that influenced the mentioned
industry. However, the fact that with the support of the local government the event and
exhibition industry can reduce it operational cost cannot be ignored.
Micro Context: Porter’s five forces
Market Rivalry:
The rivals of the Reeds Exhibition in the Event Management and organiser market across
the globe are highly competent and experienced in their industry. The major competitors of
Reeds Exhibition Company are UBM, Messe Frankfurt, Comexposium, Emerled, ITE and others
(Huang 2016). This huge number of competitors is creating a strong market rivalry in Event
Management and Exhibition Organising Industry.
Threats from New entrance:
The market competitiveness in global Event Management and Exhibition Organising
Industry is already higher and it is continuously increasing. Apart from that, to start a global
level Event Management and Exhibition Organising Company, it needs a large volume of
capital. As a result, the number of new entrees in this industry is comparatively low.
Threats from substitutes:
The market competitors of Reed Exhibition Company are incorporating new services and
faculties in their business to beat the market reputation of the Reed for its versatility. However,

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dor capturing a larger area of event management industry there are multiple fragmented
substitute services. Therefore, in this situation, the threat of substitutes is higher.
Bargaining power of the consumers:
The range of service, facilitates and delivering quality of Reed Exhibition is higher than
others along with their price range, especially for B2B business. At the same time, competitors
are trying to attract the market segment by implementing lowering price strategy. Therefore, the
bargaining power of consumers is increasing.
Bargaining power of the suppliers:
Due to have international level consumer base and market expansion Reeds Exhibition
can never experience lack of suppliers. Due to have, high profit margin and revenue the company
can offer better trading price for suppliers (Lee and Fenich 2016,). Moreover, the bargaining
power of the suppliers is very low for Reed Exhibition Company.
SWOT analysis
Strength Weakness
Reed Exhibition is one of the largest
and most successful event management and
exhibition organising company across the
globe with a portfolio of organizing more than
500 events across 40 countries.
The revenue growth of the company is
stable and even slightly inclined towards more
Multiple numbers of acquisitions have
weakened the brand reputation Reed and
therefore the Reed Exhibition is being affected.
Being a company of different business
activities Reed Exhibition experiences a
fluctuated competiveness in the market.

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profitability.
Opportunity Threat
Reed Exhibition can save their
operational cost by reducing their energy usage
with the help of advance technological
implementation.
Reed Exhibition organises events for
many companies of key industries such as oil,
gas and others. Therefore, the company has the
potential to take over other companies easily.
The increasing number of market
competition and the high bargaining power of
the consumers of Event management and
Exhibition Organising industry are causing
strong threat for Reed Exhibition (Lai 2015).
The change in international
relationships and trading rules and regulation,
can cause turbulence for the event management
market in future.

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Reference List
Evans, N., 2015. Strategic management for tourism, hospitality and events. Routledge.
Huang, H.C., 2016. How does meetings, incentives, conventions, and exhibitions industry attract
exhibitors?. Asia Pacific Journal of Tourism Research, 21(1), pp.73-93.
Lai, I.K.W., 2015. The cross-impact of network externalities on relationship quality in exhibition
sector. International Journal of Hospitality Management, 48, pp.52-67.
Lee, S.H. and Fenich, G.G., 2016, April. Perceived fairness of room blocks in the Meetings,
Incentives, Convention, and Exhibition industry. In Journal of Convention & Event
Tourism(Vol. 17, No. 2, pp. 159-171). Routledge.
Reedexpo., 2018. Home - Reed Exhibitions. [online] Reedexpo.com. Available at:
http://www.reedexpo.com/ [Accessed 28 Aug. 2018].
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events. Routledge.
Rogers, T., 2013. Conferences and conventions 3rd edition: A Global Industry. Routledge.