London Excel Exhibition Centre: Global Events Industry Analysis Report

This report provides a comprehensive analysis of the global events industry, using the London Excel exhibition centre as a case study. It examines the industry's structure, organization, and the role of different event types, including local, mega, sports, and business events. The report explores factors influencing the industry, such as demand, socio-cultural aspects, and event history. It evaluates the values, impacts, and legacy of global events, including social, cultural, physical, environmental, political, tourism, and economic impacts. The report also discusses strategies for measuring event impact and determines the positive and negative impacts of the macro environment using PESTLE analysis. A SWOT analysis of an organization is also included. The report concludes by highlighting key findings and recommendations for the event industry. References are provided at the end.

GLOBAL EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analyse the diversity of the global events industry which includes the structure,
organisation and role of different types of events in the society............................................1
P2 Factor that influencing the event industry.........................................................................2
TASK 2............................................................................................................................................3
P3 Evaluation of the values, impact and legacy of range of global events in which
environment operate...............................................................................................................3
P4 Various strategies which is used to measure the impact which is responsible for event
development...........................................................................................................................4
TASK 3............................................................................................................................................5
P5 Determine the positive and negative impact of macro environment on global event industry
which influence the decision making and organisational behaviour......................................5
TASK 4............................................................................................................................................7
P6 SWOT analysis of an organisation....................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Global events are defined as the events that is organised for a certain period of time and
reach worldwide. There must be a proper contribution from the public and the event should have
impact on population and build environment. Global event organises different types of events
such as cultural event, parties, conferences etc. Various organisation held different types of event
to attract the target customer and build a strong relationship and promote their brand in the
market. These events organised on global level to understand the behaviour and engagement of
various people in industry. The choses event for this report is London’s Excel exhibition centre.
This organisation organizes at global level (Wise and Harris, 2017). They are sustained in the
market as they organize Olympic in 2012 and got success in their event. This report covers the
various global and their different sizes. This also explain the factors that are influencing the
progress of this industry. Furthermore, It also analysis the factor that is effecting the
organisation.
TASK 1
P1 Analyse the diversity of the global events industry which includes the structure, organisation
and role of different types of events in the society.
Event manager should have concern for the changes that is affecting the society, It plays
important role in getting success and growth in the challenging world (Cohn and Hira, 2020).
London Excel exhibition centre organises their events in many platforms to increase their profit-
sharing and growth in the world. They offer different shows, fashion shows, art and music etc.
Diversity includes the various language their tradition and culture. These all diversification are
managed by the company in order to attract the customer and earn maximum profit for their
brand. On the basis of size and type are explain below as follows:
According to Size
Local or community events: These are the events that are help to collect people together
or a kind of informal meeting. There is equal treatment to every individual and no discrimation
on the basis of cast, gender, race and colour.
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Mega events: These are the events that is organised on international level with long term
profit orientation. These are the events which motivate the people to their efficient business
activity with strict code of conduct.
According to type or content
Sport events: These are events which include Olympic games, Athletic etc, which
require specific skills and talent and to run such event government some rules that needs to be
followed for giving competitive advantages tr the players.
Business events: These are the events which is organised with minimum 15 people and
these are the people who are interested in business activity. This hep in build good business
relationship.
Structure and components of event industry
Event management companies: these are type of companies which work as a event
manager and organises mega event according to the customer preferences.
Venues: This is the location, where event will be held. This is the key factor that can
direct all the further activities according to the location.
Event industry: These are the organisation which provide a event with success. There
are many companies in event industry which is responsible for production, promotion and
catering in the event.
Role of event in the society
 these are the events which give positivity in the economy by introducing various aspect
of the economy and make better use of it.
 Some of the events that are organised for the profit earning or call it sponsored events.
This will be contributing in the economy.
 Knowledge of the individual will be developed by the various events for the different
culture and religion.
P2 Factor that influencing the event industry.
It is the responsibility of the event manager to develop the needed skills in order to
develop a good aspects of event industry as it plays a vital role in the development of the
economy. This will help in generating good revenue and expand their services to large market
segments. There are various factors that are responsible for the growth of the event industries are
follows:
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 Demand and motivation for different type of events: for every organisation event are
the important motivator for the success for any business and by organising various
events, company came to know the various taste of customer and their requirement.
Events help in learning various aspects of economy and get motivated with the influence
of social, economic and cultural events. The London Excel exhibition centre will learn
the strategies out of these various factors that will help in growth and maintain he brand
value in the market.
 Event history and socio-culture factors: These are the factors which focuses on
demographic and culture, which affects the company in earing profit from both the side like
these factor affects in positive and negative way. For the solution of these aspects London
Excel exhibition centre focuses on general awareness and social issues which help the
company to sustain in the market with good revenue generation. This makes organisation to
get informed with different aspects of socio-culture factors.
There is a huge impact these factors, which is discussed above on London Excel exhibition
centre. Company have to considered these all factors in order to generate more profit with good
market value.
TASK 2
P3 Evaluation of the values, impact and legacy of range of global events in which environment
operate.
There is a major impact of the events which are organised by the various companies. This
is because companies use wide range of tools and technique to make successful of their events
and In this context London Excel exhibition centre, It organises the event on local and global
level both and the factors that affect the environment are as follows:
Social and cultural impact: This industry contributes positive impact as it builds
network and proper communication flow in the community. On other hand cultural aspects have
encourage the awareness about the culture, religion and tradition. For example, In cultural
aspects people come to be a part of society and learn about their language and religion. In this
context, It put negativity on some aspect like community ownership loss, conflicts and rude
behaviours of individuals.
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Physical and environmental impact: In this factor company serve best for this
according to the requirement of the individual and also influence the physical factor such as
transportation and communication services (Dong and et. al, 2019). Apart all this, It affects the
negatively on environmental factor and cause pollution.
Political impact: the negative impact of this event is there may be a risk of failure of
events, shortage of funds and may be not liked by the general public, On other hand there is
appositive impact of event by contributing to the economy by its good revenue, promoting
investment and improve the reputation at global level.
Tourism and economic impact: Positive impact on tourism industry is increasing rate of
tourism in the economy will leads to increase in the income level of country. When any event is
organised, there is an employment opportunity in the economy. In this context there is a negative
impact on tourism and economy, higher opportunity cost and loss in reputation and various other
factor that affects the economy.
Contribution of events in economy
National level: London Excel exhibition organize the event on the global basis that affect
the economy of a country (Rickbeil and et. al, 2017). This is because as in global events,
audience come from different countries and different religion, which will contribute on foreign
investment and revenue. Strong with the foreign currency is beneficial for ever country for its
economy.
Regional level: Event helps in generating domestic tax which help the economy for
growth.
Local level: Event play an essential role in developing the growth of the economy at
local level. This is because as more events are conducted, employment opportunities are to be
given and manpower will work in an effective and efficient way to earn more incentives.
Event legacy
Long term impact on stakeholders: These are the factors which affects the business
according to success or failure of the events, like investors, organisers and audience. If the event
is successful then it will contribute in the economy and earn more profit on its capital invested.
This also great for the audience as they enjoyed so much in the event and invest their money foe
right event.
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P4 Various strategies which is used to measure the impact which is responsible for event
development.
Technique for measuring impact that is responsible for event development:
Corporate environmental management model: This model is emphasis on the
responsibilities towards the environment and not damaging the environment. This will help in
building the strategies that are influence the new market and competitive strategy. The ain
motive of this model is to ensure that all the activities are following or not in context to
environmental law.
Balance scorecard: It is the performance measuring technique that helps in measuring
the work performance of the individual and also help in selecting strategy with the illustrations
of targeted and determined data and information. Data collection is a tough process while
deciding the best outcome with the quantitative data and provide them a feedback. This is helpful
in analysation the performance of the events and analysis the goal and objective of activities.
There are a vital role of government in successful running of various events like
conferences, trade shows, All the events are successful because of the right planning and
permission of the government for the location of the events. The responsibility of the
government is for global events and particular high-volume events to be held in systematic ways
with the right code of conduct and rules to be followed strictly. Different events are organized by
the government and there is a positive impact such as local pride.
TASK 3
P5 Determine the positive and negative impact of macro environment on global event industry
which influence the decision making and organisational behaviour.
The PESTLE analysis is the framework of determining the macro factor of the
environment that are affecting the organisation (Henderson, 2017). This is important for every
industry to conduct a PESTLE analysis in order to find the weak points and what changes needs
to be there in order to run organisation successfully. Company needs to do the research in order
to analyse the market demands. These all elements can be analysed by the external environment
and make changes. The factors that are affecting the organisation are as follows:
Political factors- These are the factor which include the government stability, taxation
policy and increasing political pressure will affects the organisation and the set regulation and
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guide are applicable to minimize the greenhouse effect, which is helping people to make to make
them self-aware and follow all the government rules and regulation. These are the negative
factors of this industry. On other hand increasing globalization in the country are encouraging
the industry for the new opportunities.
Economical factor- These are factors which include the inflation, import and export
policy. The economy changing trends is a reason of slow down of the events in the industry.
With the effect of this company is facing problem in running their business and have to
shutdown their business as there is no growth in the market. Company need their return on
investment and their expenditure on events. For the assured return, company needs to introduced
the product with new feature and innovation so that many customers can be attract at a point of
time.
Social factor- Every organisation wants to achieve its objective by creating brand
awareness and increase relationship with the customers. This is the positive impact on the
organisation as it contributes in the increasing the living standard of the individual and rational
customer, they can ask for the product launch, which create demand for each organisation.
Consumer buying behaviour can be influenced by the different tools and techniques that are
available in the market. This is the negative impact as Events can forget to explain a small point
which can affects quality of the event.
Technological factor- This factor has positive impact on event industry as industry can
use digital technology to make best out of it and organize a best show and also enable the
organization to meet the expectation of the customer. Company is using virtual platform as a
medium of event and connects to million of audience at a point of time. This is influencing the
decision making to ensure the safety of the guest and their team.
Legal factor- This factor is related to the legal aspect of the external environment. These
are the foundation of rules and regulation to be follow in order to maintain the right legal policy
in the organisation. There are many rules and regulation for the organisation that must be
followed by the company. This affect the organisation by both the way positive and negative. If
the organisation flows right code of conduct that I will impact positively and there is no code of
conduct then organisation have to face problem for it.
Environmental factor- This factor affects the event industry in negative ways, as the
increasing greenhouse effect and pollution of the mega events. This is creating problem in
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choosing the location for the event. Event manager should analysis the location and then make
the decision so that client do not face any problem in between the event. Organization who all
are using eco-friendly resources are impacting the environment.
From the above discussion, it is analysed that these factors have major impact on event
industry. Company needs to follow all the environmental law in order to sustain in market with
the competitive world. It also influences the decision making as these factors will be responsible
for the growth of the event industry.
TASK 4
P6 SWOT analysis of an organisation.
Strengths: For achieving the goal and objective of the organisation it very important to
analyse the strength of the organisation (Qie and et. al, 2019). Company needs to measure the
return on investment as company is organising strong event and also helping the organising to set
an example. There are many strengths of the events like organising the event for new clients and
working on employee’s productivity and efficiency. Min motive of this industry to earn more
profit and cost control and revenues. For example, London Excel exhibition centre are planning
for the next Olympics games because of good public relation, financial resources and efficient
team.
Weaknesses: These are the factor which are negatively affecting the organisation while
achieving the organisational goal. Weakness include huge conference cost. Such as audio-visual
fees, food and beverage expenses that are affecting the organisation. A systematic approach can
be harmful for the internal conflicts and lack of media support and many more. These factors are
the weakness for the event industry.
Opportunities: These are the aspects which analysis the economic growth and
competition in the market and support form the local authorities etc. these factors are helpful in
organising commercial event in a systematic manner according to the need of the clients (Fowler,
2016). Opportunities can be differentiating by analysing the potential audience and the sponsors
that will support in the event. London Excel exhibition centre is a changing firm and there is a
reason for its success that attract the many stakeholders to organize the event according to them
an can earn more profit.
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Threats: this include bad weather, worst infrastructure, high labour rate and raw
material is not available. So, it is the important to conduct SWOT analysis before investing in
any event or any organisation (Wang, Hou, and Wang, 2017). This will help in doing things in
systematic manner. All these factors are threat for the London Excel exhibition centre which
affects the organisation and its profit.
Approaches of effective planning:
Sponsorship: this is the approach by which event manager should develop clear
understanding of funding and budget and want to have sponsorship for the event. This is very
important to have clear expectations from their sponsors and what they are liking from their
potential sponsors. A set plan for the targeting the potential sponsors and highlight the
advantages of the events.
Publicity: While promoting and doing publicity of the event, it is necessary to
have the size of the event, If the event is organising on small level then it will not incurred the
high cost and for large events, it will involve large investment. Various forms of publicity
medium are television, radio, newspaper. Event assemble both the factors that effect in internal
and external environment. Internal include strength and weakness and external include
opportunities and threat for the event industry.
CONCLUSION
This is concluded from the about report that global events a have significant role in the
economy and it is growing industry, which contribute in the economy. This industry is classified
in to different sizes and its types. Every factor plays important role in the development of the
industry. Furthermore, PESTLE and SWOT analysis are done for the identification of their
strength and factors that are affecting the organisation. In addition to these various strategies are
discussed in this report, that helps in developing effective business. Also influence the decision
making of the individual with right use of each model and strategy.
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