Detailed Analysis of the Event Industry: Macro Environment & SWOT

This report provides an analysis of the event industry, focusing on the impact of the macro environment and utilizing a SWOT analysis to assess the strengths, weaknesses, opportunities, and threats within the sector. The report examines the ExCeL Exhibition Centre in London as a case study, highlighting the positive and negative impacts of various external factors, including political, economic, social, and technological elements (PESTEL analysis). The SWOT analysis explores internal strengths and weaknesses, alongside external opportunities and threats, such as increasing competition, technological advancements, and changing consumer trends. The conclusion emphasizes the importance of strategic planning and adaptability for event organizations to thrive in a dynamic market, offering insights into sustaining long-term success.

Global Events

Table of Content
• Introduction
• Positive and negative impact of macro environment
• SWOT analysis for successful planning of events
• Conclusion
• References

In present time, it has been observed that global event industry is carrying ample number of uncertainties
which impacts in both negative and positive sense on event organizations There are a range of large scale
events that are majorly takes place in today's environment like conferences, festivals, concerts,
conventions and formal parties and so on. Presently, there are ample number of organizations that majorly
conducts a range of corporate, social and other type of events that are carrying various aims and some of
these are to attract customers, promote and develop relationship among individuals, for investors and so
on. Under this report, focus will be on London's ExCeL Exhibition Centre which conducts a range of
events and these are both at national and global level. Also, SWOT analysis is also going to be conducted
in a specific event.
Introduction

In business sector, environment affects the activities and functions of enterprise at wider scale. Macro
environment is defined as external factors which affects the functions as well as operations of business
at deeper scale. It is important for entity to examine these factors so that performance of business
does not get affected. These elements are not controllable & impacts the overall organisational
structure at wider level. Therefore to examine these elements PESTEL Analysis is being used by
enterprise.
PESTEL Analysis-
It is framework which is utilized by companies to identify the external factors affecting business
structure. It comprises of several components which are discussed as:
Positive and negative impact of macro environment

Political factor-
This is a factor which affects the event industry because it depicts at what intensity government
interfere in a specific industry. These government interfere arises in form of trade policy, tax
policy, labour law etc.
Economical factor:
It comprises of elements such as interest rate, inflation & deflation rates, etc. In relevance of
U.K. They have a stable economy which depicts that event sector has strong base.
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Social factor-
These are those which includes variables such as social beliefs, geographical factors, values etc.
They also affects the event industry because events are organized for society & community.
Technological factor-
This factor involves use of artificial intelligence & advances or tools. In U.K. Most of business is
equipped and focused towards use of technology.

SWOT analysis for successful planning of events
SWOT is tool which helps to analyzed the market condition on that basis organisation know about the opportunities, threats, strength
and weaknesses. Strength and Weakness are internal factors and opportunities and threat come under as external factors.
Strength
It is greater strength of Olympic games is geographical presence and famous all over the world so it easily establish objectives and
goals in order to conduct various activities and provides all kind of facility to customers.
It is one of the famous games and its high TRP shows and easily to watch through online modes such as various kind of social
platforms like You tube. It conduct in that way to satisfy the needs and wants of customer and arrangement in very well manner
so builds strong relationship with customer.

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Weaknesses
Due to improper management is one of the weakness of Olympic games because huge amount investing to organise them.
There ample no of resources are utilize so management is not proper order so also affect the resources.
Nations economy always not in similar condition so face so many problems such as liquidity conditions which are affected
overall business performances. It includes shortage of cash funds as well as not properly available resources and assets.
Effectively conduct all the activities so must be proper time management and it's time consuming process so all the
activities planned on scheduled basis.

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Opportunity
Rapidly increasing population so it create opportunity for games because youth generation more like the games.
Technology advancement is one of the opportunity in order to organised in effectively and also decreasing cost. It
impacts on profitability and productivity of business.
Changes trends is play vital role because social medium channels utilize effectively. It act as a opportunity for
Olympic games. It involves various social medium channels like Facebook, twitter. Youtube, and Instagram.

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Threat
Now days competition increasing day by day so business is one of biggest threat from competitive rivalries. It includes various
factors which affects the company performance such as consumer base and sustainability of business.
Government rules, regulations and guidelines all are the affect of business model because political stability is difficult in every
countries so new government changes policies and rules and intervention in laws so Olympic games accordingly change their
policies.
Inflation rates, taxes rates and interest rates which affects the manufacturing of company along with also affected smooth process
which activities conducted by organisation.

With the help of above mentioned report, it is concluded that all the range of factors whether they
belong to internal or external, impacts on event industry in positive and negative manner. Away with
this, it is also summarised that events have also contributed at local, regional and international level,
which has raised employment and so on. Including this, there are a range of techniques along with
strategies that can be undertaken by event industry as this would help event organisations to sustain
within the market for a longer period of time.
Conclusion

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References