Clarion Events: PESTLE Analysis, COVID-19 Impact, and Solutions Report

This report identifies the external challenges Clarion Events faces, employing a PESTLE analysis to examine political, economic, social, technological, environmental, and legal factors. It details the significant impact of COVID-19 on the event industry, particularly the shift from live to virtual events and the associated economic consequences. The report proposes solutions based on social and behavioral theories to manage the pandemic's effects, emphasizing the importance of leadership, trust-building, and clear communication to regain customer confidence. It suggests implementing COVID-19 guidelines, fostering a strong social identity among employees, and adapting to changing consumer preferences to ensure the company's future growth and profitability. Desklib provides access to similar solved assignments and past papers.

Management Clarion
Events

SUMMARY
The main purpose of this report is to identify what external challenges Clarion events
could face in its environment. In order to analyse the external environment PESTLE analysis
has been implemented in this report for the respective company. The report also provides the
impact of COVID-19 on the Clarion events along with its solution. The report also provides
how the respective company could implement suggested solutions effectively.

Contents
SUMMARY..........................................................................................................................................2
INTRODUCTION...............................................................................................................................4
MAIN BODY.......................................................................................................................................4
Strategic issues..................................................................................................................................4
Challenges.........................................................................................................................................7
Solutions............................................................................................................................................7
Implementation..................................................................................................................................9
CONCLUSION..................................................................................................................................10
RECOMMENDATION.....................................................................................................................10
REFRENCES.....................................................................................................................................12

INTRODUCTION
Clarion event is an international business which has its headquarters in London. The
particular organization offers marketing, networking and information solution in various
markets. The respective company organized both digital and live events every year which
helps in attracting a large base of customers who are looking for solution and innovation in
order to move their business forward. The vision of company is to become leading brand
which connects people and communities (Clarion Events. 2021). The company aims to
provide constant solutions and improve live events and digital products both in terms of how
they produce and how they deliver. The value of company includes respecting every person
and is committed to hire passionate people who are invested in developing and growing their
careers in positive direction. The company believes in diversity and providing inclusion
environment to its employees along with giving them equality. The company aids to put
tolerance and inclusion at the heart of everything and they are committed to work hard in
order to attract develop and retain a diverse workforce that could reflect diverse environment
and market in which they operate. The company also implement a zero-tolerance policy for
discrimination within the workforce environment (Clarion Events. 2021.). The following
report discuss what challenges the company might face in its external environment through
implementing pestle analysis. The solution and implementation of the challenges that the
respective company might face has also been provided in this report.
MAIN BODY
Strategic issues
PESTLE Analysis
PESTLE analysis is used by the company in order to examine external factors which could
impact their decisions and its function their functioning (Ludwig and et, al., 2018). Through
implementing this model, the company understand external factors which could impact and it
becomes easy for them to plan better for their future growth. In context to clarion events the
PESTLE analysis has been discussed below in detail:
Political factors
These components good include various elements such as government policies and
change in government which could impact an industrial sector. In context to the selected
event company there are two main political factors which could impact its organizational

objectives. One is enhancing political pressure to make policies and regulations in order to
reduce greenhouse gas emission (Jones and et, al., 2019). This has greatly impacted the event
industry. The second concern which has been impacting the event industry is globalization
and liberalization of trade and deregulation. With the increasing demand of event industry on
international level this has become very essential for the selected company to expand its
business on international level. With this liberalization of trade there is political pressure to
have global higher standards of living. The globalised economy is impacting event industry
and companies need to take advantage by going into new markets through entering into
partnership with same industry in order to expand market share and visibility.
Economic factor
These elements are related to economic situations off country which could impact the
business operation of many companies operating in the nation. In context to the selected
organization, it was greatly influenced by COVID-19. The lockdown rules and regulation of
this pandemic has greatly impacted the event industry as many governments has banned
tourists from other countries to visit or travel. Due to COVID-19 in present time many of the
tourists avoid going to crowded places as there are still fear of getting this disease. Due to this
pandemic many people lose their job or many become for logged. It has been estimated that
event industry in UK has contributed a great amount of money in its economy which is worth
over euro 42 billion annually along with providing employment two over 570000 people (Le,
Levin and Carson, 2017). But due to COVID-19 it became the worst affected industry.
Social factors
These factors are concerned with market trends and fluctuation in preferences of
people. In context to the respective organization the main aim of this event firm is to create
brand awareness and enhance its networking in market. Brand awareness could be achieved
through several communication platforms such as offline and online channels. Brand
preference could be achieved through interaction with customers directly. From the
perspective of consumers, they want to experience and have complete information about
brand. As the globalization has been increased which is enhancing competition in the market
and the possibility of consumers to switching from one brand to another has also increased. It
has also been observed that after COVID-19 people have become more concerned about their
health and safety. It has also been observed that it has become very important for company to

move forward with new trends and keep itself updated towards preferences of its potential
customers.
Technological factors
These components after model are related to new technical advancement that occurs
in any industry. In context to the selected company the development of several technologies
has become priority of event industry. The virtual event organization has become very
popular among people after the COVID-19. There are various companies which are using
virtual platform rather than organising physical event for. The online platform provides an
opportunity to the company to reach large base of customer who are not traveling. Virtual
event has become trending technology among the event industry which the respective
company needs to implement (Schonberger, 2019). Another factor which is important in
respect to new technology is democratization of Internet. Under this comes two aspect first is
a well-established search engine optimization and general web marketing skills. And the
second aspect is user generated content where anyone can post their feedback about the
experience of certain event.
Environmental factors
These components of the model are concerned with environmental issues which the
companies have to address in order to minimised their low carbon footprints hello. It has
become very important for the companies to receive as environmentally aware. In context to
the selected organization the company needs to minimised its activities which has been
impacting on environment. The increment in global warming due to pollution and other
human activities has become very important topic which the company needs to pay its
attention to.
Legal factors
These factors are concerned with legal aspects which the company might face in the
country. In context to the selected organization the policies regarding to minimization of
green gas emission and liberalization of trade has become very important food to follow by
the respective company. In related to specific cancellation fees the company needs to protect
itself without being outrageously unfair to the potential customers (O'Leary and et, al., 2020).
The company needs to make sure that it is following every law and policies which has been
implemented by the government in order to avoid any legal consequences in future.

Challenges
COVID 19 has become the biggest challenge for the event industry and has greatly
impacted the functioning of all the companies included in this sector. In the year 2020 the
event industry has become greatly influenced by this pandemic and it became difficult for
them to host live events which became their biggest challenge. As the virus was spreading
continuously the government of the country closed several venues and band gatherings in
order to protect people. COVID-19 has impacted people on their personal and professional
lives. During this pandemic people word dealing with loss of tear closed ones along with it
was impacting their professional careers. Many companies were stuck and some of them were
closed due to this pandemic. The event industry has to shift from life events to organising
virtual events in order to keep running their businesses (Janssen, Sharpanskykh and Curran
2019). It won’t be wrong to say that the particular industry was one of the most affected
sectors with no physical or even shows organising. Many people cancel their important
occasions and weddings so that they could avoid gatherings in order to protect themselves
from the virus. It was very heart breaking for even entrepreneurs and professionals to see how
this particular industry is dealing with heavy losses. The COVID-19 has become a very
important aspect which the respective company needs to paid attention for. Due to this
pandemic many people lost their job or become for long which greatly influenced their
professional careers. The economy of the country was greatly impacted due to this pandemic
and the employment rate has also went down.
Solutions
In order to cope with the impact caused by COVID 19 the respective company could
implement social and behavioural theories which can provide valuable insight for managing
the impacts of this pandemic (Williams, Falch and Tadayoni, 2017). This solution discussed
will include numerous stages of present pandemic in order to assist leaders and providing
people a better lifestyle while managing threats. the behaviour of people living in society is
regulated by moral values and norms. In this section it has been discussed that how morality
and cooperation could motivate pro social behaviour of people and communities.
The respective company in order to deal with COVID-19 pandemic must create
opportunities for leadership across various departments (Reicosky, 2018). Leadership could
coordinate people and assist them in avoiding behaviour that no longer considered as socially
responsible. The leaders of the company need to motivate its employees in order to boost is
there moral to protect themselves and customers from this pandemic. During this pandemic

health official usually required to persuade the population in order to make a number of
behaviour changes and follow health policies. It is very important for company to gain trust
of its potential customers by providing them safe environment through implementing COVID
19 guidelines. For instance, the company could provide various policies which could deal
with these types of crisis in the future. This will help the company in gaining trust and loyalty
of its employees as well as customers and they might changes their perspective in relation
with event industry. Developing is strong sense of social identity could also help the
respective company in coordinating efforts to manage this threat. The company needs to
organise various activities for its employees also in order to boost their efforts to make
strategies that could help the company in gaining growth and profitability. The company
needs to send a quality message to its potential customers and convey what benefits they
could acquire through using the facilities provided by the company (Börühan and Ozbiltekin-
Pala, 2021). The company needs to have clarity in its message which should be understood
by its potential customers and provide recommended action that could clearly describe how
they are providing safe and secure environment to its potential customers. The respective
company needs to change the thinking of people regarding traveling by offering people
various benefits and implement protocols which Could provide consumers security. Through
implementing this behavioural theory, the company will be able to understand the mindset of
various people according to which it could organise its functions that could help it in
operating its business effectively.
Company also needs to develop usefulness of its message and identify if there is
something else information which is required to make people loyal towards the industry. For
credibility the content described by the company should be based on best evidence available
and should be acceptable by the consumers. The company also needs to identify if the
message delivered by them does not have something offensive that could hurt the feelings of
its potential customers. Do respective company is required to understand what its customers
are thinking towards traveling and provide them services which could meet their demands
and requirements. In order to avoid stress in the company among the employees the
respective term needs to Research about boat factors are causing stress among the employees
and implement factors that could reduce their stress (Humphries-Kil, 2017). The respective
company is continuously monitoring the latest public health and government advisers
provided by the government so that they could operate its business smoothly around the
world. If company is also prioritising to provide safeguard health and welfare off its

attendee’s commerce staff, sponsors, exhibitors and all those people who are involved in
organising event. The company is following all the guidelines that is provided by public
health and government and providing safe and secure environment to all the people
associated with the company. the respective company is taking all the precaution and
measures that has been important for providing safe and secure environment aunties
organising events through implementing all the necessary measures (Ross and et, al., 2018).
The company has provided all the important information regarding the covid 19 on its
website and has thanked all the community who have given them positive feedback regarding
the events.
Implementation
It would be easy for the company to implement this theory as it is very effective
measure which could be beneficial for it to understand perspective of its employees and
consumers. This theory will help the company in providing best services to its customers
through understanding what are their preferences. This theory will also help the respective
company in taking all the measures and precautions along with providing safe and secure
environment to its employees and customers. Through taking feedbacks of employees and
customers the company will able to understand what are the demanding and how it could
meet these requirements (Benson, 2021). For implementing this the company needs to take
service continuously and feedbacks on regular basis through his website as well as on offline
channels. In order to implement this solution, the company is also required to expand its
presence on social media website and other online platforms so that it could communicate
directly with its potential customers. The online presence will provide it an easy solution in
order to connect with its customers and understand their preferences. This will also help the
respective company in determining new market trends that could influence its business
operations. In order to provide effective services, the company needs to implement this
solution and acquire changes which could help them in moving forward (Berg, Barry and
Chandler, 2017). The respective company is also required to organise various events for its
employees so that they could feel valuable and a sense of belonging could be generated in
them. This will help the company in understanding what employees feel about their activities
and business operations which could assist the company in providing a better work culture
environment to its employees. This behaviour theory will also assist the company in
generating an opportunity for itself to improve its market presence along with enhancing its
productivity and growth. The leaders of the company should implement effective leadership

style that could help the employees and the company itself in providing proper guidance that
could generate profitability for itself. Effective leadership style will also help the complaint
providing better environment and developing inclusive workforce within the company which
could aid it in increasing diversity (Li, 2021). Therefore, it is very important for the company
to implement this solution in order to cope up with word 19 impacts and provide stress
environment to its employees. This theory hall also assists the company in providing secure
and safe environment to its customers along with influencing there thinking towards event
industry.
CONCLUSION
From the above discussion it has been concluded that event industry has been
impacted by COVID-19. It has also been observed that in order to operate smooth business
operation the company needs to analyse its external factors through implementing PESTLE
analysis. It could be said from the above discussion that the company needs to implement
solutions regarding any challenges so that it could operate its business effectively. It has also
been observed from the above behavioural theory that It plays a very important role in
combating the effect off COVID-19 pandemic. This story could help in Making people
comfortable in traveling with respect to event industry. It has also been observed that
company needs to take proper precautions which has been implemented by the government in
respect to COVID-19 in order to attract a large customer base and provide them safe and
secure environment.
RECOMMENDATION
There are various measures which the company needs to implement in order to operate its
business smoothly in the market:
 In context to the Covid-19 the company must provide safe and secure environment to
its potential customers.
 The company needs to follow all the guidelines provided by the government and
make sure that it follows social distancing Edit workplace and while organising
events.
 The company also needs to implement new technology advancement so that it could
move forward with new trends emerging in the market.

 The company also needs to expand its business on global level through acquiring new
market trends that could attract a new customer base.
 The company also needs to follow all the policies and regulations implemented by the
government in order to avoid any legal consequences.
 The respective company was also required to minimised its environmental impacts
and reduce its carbon footprints.
 In order to attract large customer base, the company also needs to pay focus on
preferences and demands of its potential customers so that it could meet them.

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[Online]

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