Global Events: Macro Environment Analysis and Recommendations

This report provides a comprehensive analysis of global events, focusing on their impact on the macro environment. It begins with an introduction to global events and their significance, followed by an examination of the positive and negative impacts of these events. The report then delves into the macro environmental factors, including political, economic, social, technological, legal, and environmental aspects, and their influence on the global event industry. Recommendations for improvements, particularly for events like the Olympics organized by the Excel exhibition centre, are offered, with a focus on risk management, effective communication channels, and environmental considerations. A SWOT analysis tool is applied to a specific event, and criteria for successful event planning are outlined. The report concludes with a summary of the key findings and references relevant sources.

Global Events
Part B

Table Of Content
• Introduction
• Positive And Negative Impact Of Global Events On Macro Environment
• Macro Environmental Factors And Their Influence On Global Event Industry
• Recommendations For Improvements
• Swot Analysis Tool
• Criteria For Successful Planning Event
• Conclusion
• References

Introduction
Global event organised by the different nation
at international level where invite to other
countries to present their culture, business
proposals and many things. It helps to
improve economy and social activity.
There are Excel exhibition centre
organised Olympic where invite different
countries.

Positive And Negative Impact Of Global
Events On Macro Environment
The context of macro
environment: To analysis the
activities of macro
environment conduct PESTLE
analysis effectively and
analysis their positive and
negative impact:

Continue...
Political: It is large atmosphere that become reason of modify of products, ads and entire
brand perception in a country's political thoughts. There are mainly two factors can
influence on the global event industry such as increasing political pressure to create
regulations and policies to deduct green house gas emissions. The second is the
increased globalisation and liberalisation of commercialism and modulation.
Economical: There are evaluating of economic trends and pressures that present effect on
the exhibition and event industry. The UNWTO 2002 predicted that world tourism has
been increased by 4.1% that will impact on the international wealth in positive manner.

Continue...
Social: The main purpose of event industry to brand awareness, brand preference
and networking. It means the exhibition halls and event creator are not expected
to offer a large attendance so much as a good promotional space and real.
Technological: Due to launch advanced technology, enterprises have the chance of
run virtual event along side of the live event. It will help to enable them more
time to prepare the customer for the communication and pursue the relation after
the event.

Continue...
Legal: There are several legal aspects that the industry required to pay attention to
those strategies that help in deduction of greenhouse gas elimination.
Environmental: In the global event industry origin environmental problems that
impact on the event that time require to aware for issues and find out the
solutions.

Macro Environment Factors And Their
Influence On Global Event Industry
Macro environment factors impact in positive as well as negative manner on the
global event industry that is defined below:
 Impact of digital and social technologies
 Impact of demographic and psycho-graphic change
 Ethical and sustainable growth

Recommendations For Improvements
There are providing recommendations for the improvements and apply
solution regarding to Olympic which is organised by the Excel exhibition
centre:
Risk management: To organised Olympic in UK face different types of
risk so it is required to predict risk regarding to event industry and prepare
for that. To manage risk create different types of strategies effectively.
Develop risk management matrix: It is suggested that develop risk
management matrix that is applied when assess risk to outline the level of
risk by defining the category of probability. It is simple mechanism to
improve visibility of risks and assist management for decision making.

Continue..
Establish effective communication channels: There is required to set
effective communication channels that help in any critical condition.
These channels utilise for interaction and talk with other nation people in
their language and inform about the timing and other contingency.
Focus on environmental factors: The climate of UK change any time that
impact on the Olympic so it is required to weather predictor analysis
climate every time and help to organiser for proper arrangements.

SWOT Analysis TOOL for Specific Event
There are conducting SWOT analysis to examine specific event like Olympics effectively
that helps in suspenseful planning of events:
Strength
 The planning of the strategy regarding to legacy and resurgence focused in advance
of games.
 The stakeholders take interest in wide range.
Weakness
 Rules and regulations are not following according to government.
 Legacy is not applied every where and venues post games is uncertain.

Criteria for successful planning of events
For successful planning it is required to focus on event preparation and
according to that following these factors:
Strategic planning for event: For successful planning of global event like
Olympic, required to prepare strategic planning that helps to forecast
opportunity and risk that occur in the event. As a result prepare strategies for
risk and aware for the event activities.
Feasibility analysis: It is defining as a procedure of confirming that a strategy,
plan of action, design is possible and make sense. It can be utilised to
validate assumptions, constraints decisions, approaches and business cases.