Global Events: Impact, SWOT Analysis, and Recommendations

Global Events

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 3............................................................................................................................................1
P5: Positive and Negative Impact of Macro Environment..........................................................1
M3: Application of specific examples, evaluation of macro environmental factors which
influence the global events industry............................................................................................1
TASK 4............................................................................................................................................1
P6: SWOT analysis......................................................................................................................1
M4 Critical evaluation of the criteria which are essential for successful planning of events and
the impacts of internal and external environment........................................................................3
D3: Recommendations of improvements and solutions for specific events to minimise the
adverse impacts and maximisation of profits...............................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Global Events refer to the events which are held for the purpose of reaching out to a mass
range of audience all over the world in different countries (Adhikari and Liu, 2019). For the
purpose of organizing them the organizers have to consider the different types of factors which
can impact them. Therefore it is required from the event organizers that they are able to ensure
that the due consideration is given to various factors so that the events are organized
successfully. For this report, Edinburgh Festival and Brazil Olympics has been chosen. In this
report, specific analysis will be made on assessment of impact of macro environment on global
events industry. Additionally, focus on evaluation of criteria which is essential for the successful
planning of events will be made as a part of this project.
TASK 3
P5: Positive and Negative Impact of Macro Environment
Marketing Environment consists of both internal and external factors which affect the
organization's success (Macro Environment in Marketing Definition Factors Examples, 2017).
Therefore external factors are considered in Macro Environment. These external factors are quite
important and therefore are required to be considered while hosting an event. For the purpose of
analysis of Macro Environment the use of PESTEL analysis can be made.
This analysis in the context of Edinburgh Festival and Brazil Olympics is as follows-
PESTEL analysis-
Edinburgh Festival-
Political factors- The political situations can create an impact on the way an event is
hosted (Alizadeh-Choobari and Najafi, 2018). Thus these situations are quite crucial to be
considered by the organizers of the events before hosting the event. The political situation in
U.K. Has been quite dynamic after the introduction of Brexit and thus this created an influence
on the hosting of Edinburgh Festival.
 Positive impact- Due to the good decision-making which was shown by the Government
of U.K. The festival was held successfully. Thus in this way this led to the successful
hosting of the event.
 Negative impact- Due to the frequent changes in the political situations in U.K. There
was creation of a negative image. Therefore this put a negative impact on the event.
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Economic factors- Economic situations in the countries changes frequently. The event
organizers are required to consider the economic aspects which are associated with the hosting of
the event (Brown and et.al., 2016). Edinburgh Festival's organizers also considered these factors
while hosting the event in the country.
 Positive impact- As U.K. Is a developed country and has a good economy the hosting of
such an event helped in boosting of the economy.
 Negative impact- The higher cost of organizing the Edinburgh Festival put an impact on
the economy of U.K. This was because of the higher-level of expenses which were
incurred in hosting such a big event.
Social factors- These are the factors which are related with the society. Thus it is quite
important for the event organizers to ensure that these factors are considered (Dominguez and
et.al., 2016). Before hosting Edinburgh Festival the organizers had to ensure that these factors
are considered which helped in the successful hosting of the event effectively and efficiently.
 Positive impact- Hosting of a big event like Edinburgh Festival helped in portraying of
the culture of U.K. In front of so many people in the world which helped them in
knowing more about the culture of the country.
 Negative impact- A big event like Edinburgh Festival had to face social barriers from
various people in U.K. Therefore this put an impact on the event.
Technological factors- Technology is quite dynamic in nature and can change quickly
(Evans, 2016). Therefore while hosting Edinburgh Festival the event organizers had to consider
the technological changes so that they were implemented quickly to make the event a success.
 Positive impact- While hosting Edinburgh Festival the event organizers were able to
ensure that the new technology was used. This contributed in ensuring that the event was
a success.
 Negative impact- There was an increase in the overall level of expenditure while making
the use of the new technological changes. Thus in this way the overall level of
expenditure of event organizers increased substantially.
Environmental factors- Nowadays people are becoming more conscious towards the
environment (Frölicher, Fischer and Gruber, 2018). Therefore the event organizers are required
to ensure that the events which they are hosting do not harm the environment and thus can appeal
to a mass range of audience.
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