Global Events: Market Structure, Impact, and Development Analysis

This report provides a comprehensive analysis of the global event market, focusing on its structure, activities, and functions within societies. It evaluates the factors influencing the industry's development and growth, assessing the values, impacts, and legacies of global events. The report also examines different strategies for measuring event impacts and explores the positive and negative effects within the macro environment. A SWOT analysis is performed for a specific event to determine the criteria necessary for successful event planning. The analysis includes discussions on socio-cultural, political, tourism, and economic factors, along with the long-term stakeholder effects. The report also covers various techniques used to measure impacts, such as the balance scorecard and corporate environmental management models.

GLOBAL EVENTS

Contents
INTRODUCTION...........................................................................................................................................3
PART (A).......................................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 Evaluate the global event market, which involves the structure, activity and function of different
forms of events in societies......................................................................................................................3
P2 Explain factors which influence the development and growth of event industry globally..................5
TASK 2..........................................................................................................................................................5
P3 Assess the values impacts and legacy of global events.......................................................................5
P4 different strategies used to measure the impacts which is responsible for development of event.......7
PART B (Covered in PPT)..............................................................................................................................8
TASK 3..........................................................................................................................................................8
P5 Analyze the positive and negative impacts in relation to macro environment of global events..........8
TASK 4..........................................................................................................................................................9
P6 Perform a SWOT analysis for a specific event to determine and analyze the criteria necessary for
successful planning of events..................................................................................................................9
CONCLUSION.............................................................................................................................................11
REFERENCE................................................................................................................................................12

INTRODUCTION
Events refer to large-scale meeting of individuals at one location and the global event sector
means certain organizations that organize events at world stage (Qie , Luo and Herrmann, 2019).
In order to inspire or draw customers to their operation, this is a very diversification industry that
executes various activities such as traditional celebrations, business events, socio-cultural events,
sporting events and several other activities. In which international gatherings are held at national
systems in order to have diverse communities and audience habits. In this field, the company
ranges from event size to resources. The latest study is focused on the globally coordinated
London Excel exhibition centre. They are planning an Olympic campaign in 2012 in order to
achieve success. In order to examine the internal strengths and weaknesses that influence the
functioning of activities, this article will address PESTLE and SWOT research. In addition,
provided additional forms of incidents has been included.
PART (A)
TASK 1
P1 Evaluate the global event market, which involves the structure, activity and function of
different forms of events in societies.
Society plays a very important role for the event sector in generating progress and happiness in
the global environment, so this event organizer has to concentrate on society. In the framework
of the London Excel exhibition centre, that provides such forums by hosting numerous activities
like awards ceremonies, conventions, arts festivals, music festivals, sporting events, and so forth
to determine the capability of the event business. Diversity reflects the diversity of races,
languages, economies, values, religions, etc. that a company maintains in order to draw a broad
variety of customers to its product or service. On the basis of characteristics, shape or substance,
the global event market is expanded, that is addressed below:
According to form / content:
Sports competitions: It covers all sports-related practices such as Olympic Games, competitions
and others that required a certain talent and brute fitness in required to bring out all of these

events, certain laws and regulations are created by the state that must be needed (Hao and Singh,
2020).
Business events: This applies to all activities that are connected to market goods or services. It is
carried out by at least 15 persons who have an experience in company practices. The aim for this
is to create relationships with customers and get them together during one place to sell goods on
the market. Seminars, corporate events, seminars, etc are included.
In compliance with size:
Mega activities: These types of activities are carried out for a prolonged period of time with the
intention of generating benefit. These activities are coordinated at home and abroad to inspire
business-related individuals. In order to carry out this sort of event, with the aid of sponsors, the
promoter wants a significant number of funds to be raised. The goal of carrying out these
activities is to help the company unit retain its market position.
Local activities: These events are arranged to attract participants from the city in a public place.
These are available to anyone who does not discriminate on the grounds of ethnicity, age race;
etc the purpose of this event is to encourage neighborhood members to engage in nationally
coordinated events as well as to raise more money for the nation's economic development.
Structure and member of the event sector:
Event management firms: It covers those organizations that perform multiple activities and have
hired them to execute these events seamlessly according to client demands (Boulos and
Geraghty, 2020). In which different kinds of activities are arranged on the basis of scale or type
by the coordinator. Instances in controlling businesses are social gatherings, corporate events and
cultural activities.
Venue: This includes the location or region in which events are carried out. It is the primary
component of every case, as it depends solely on performance and development. It is also the
organizer's responsibility to recognize different locations that draw various individuals and to
arrange activities according to people's expectations for performance in events.

Event sector: This covers a wide variety of industries for which it is called a diverse industry.
Both businesses belonging to this sector will enable the government to boost the country's
economy. These business owners can promote different roles such as marketing, development,
enjoyable events, and so many others. Both of these tasks or actions may allow organizations
involve individuals in experiences and satisfy them in order to achieve the purpose of holding
events.
P2 Explain factors which influence the development and growth of event industry globally.
The entertainment industry performs a crucial role in the growth of the country's economy,
wherein the event manager is obligated to excel in activities to achieve a higher profitable market
place. For which there are different factors affecting the learning and expansion of the event
sector, many of which are discussed below:
Past of incidents and socio-cultural influences: This variable relies on criteria, community,
economics, and many other factors that can have a significant effect on business profitability and
sales (Liu and Buck, 2020). In order to cope with all these causes, the London Excel exhibition
centre creates information about communities of public issues, audience perceptions that help
businesses gain understanding of the socio-cultural aspect and that can contribute to economic
growth change.
Unemployment: Employee expectations are stronger in the UK in the event sector, which
reduces the available and contributes to change in the national economy. This will produce more
income and provide appropriate for both event business and country because of the decline in
poverty, profits on events industry rise. When the event business needs more people to plan an
event, this reduces unemployment.
Social media: It has a huge influence on the event market. This will give visibility of potential
groups and individuals through the support of social networking organizers to monitor the
activity on an ongoing basis. These two modes, in which Twitter and Google are one of the most
successful modes of marketing, can, allow people to get to know the location, price and type of
activities. In addition, it also allows event organizers in terms of income production, and helps
the nation to expand the growth of the state.

TASK 2
P3 Assess the values impacts and legacy of global events.
The goal of planning an event is to improve people's productivity and organizational efficacy,
image, popularity and public cause. This covers all definitions of life that are social,
technological, political or economically related. It does not actually occur in isolation, achieving
recognition and success in the event business market is the major barrier of hosting an event. For
this, certain testing methods are adopted by the organizer and so well known to increase benefits.
Where all events take on certain advantages and disadvantages of all variables and are stubborn
below:
Socio-cultural effect: As event promoters are able to build a network and a strong interaction
with end users of the group, they have a positive effect on both social and cultural experience in
the context of the activity (Vamvakas, Salamalikis and Kazantzidis, 2020). The cultural and
culture-related occurrence provides understanding of the group's tradition, attitudes and
lifestyles. A cultural festival is organized in London, for example, and the purpose of holding
these activities is to learn people's patterns together with various cultures. In addition to this, it
has a detrimental impact as neighborhood individuals lose their own identity and become more
involved in other cultures that introduce tensions within societies.
Political factor: The political factor is also affected by the business world in both positively or
negatively, such as raising the image at global level, aside from all this, it has a detrimental effect
by increasing the probability of failure due to the lack of funds and tax government actions.
Tourism and economic factors: The event sector has a positive effect on tourism as it tends to
raise more income, which increases the state's financial size. In addition, with the aid of
providing work openings that reduce jobs, it also develops labor force. In the other side, it also
creates a detrimental effect by reducing the cost of investment that directly impacts economic
development.
Event Relation to Economics:

Global level: London Excel exhibition centre, as the case, is a mega-event coordinated globally
that offers a wide variety of benefits to the nation's economy. That is only because of the
presence of various countries, regions and cities as an audience. This would lead to a rise in
foreign exchange that is responsible for an increase in the growth of the economy.
Local level: Activities play a vital role at local scale for the country's economy as it lowers the
rates of inequality by supplying community residents with work opportunities.
Region Level: State and local level activities help the area to raise domestic taxes, which has
provided an incentive to improve the region's economic growth.
Legacy of occurrences:
Long-term stockholder effect: The execution of an event involves a fund that is raised with the
assistance of participants or shareholders who are involved in investing. In terms of raising
income and profit, it gives advantages for both organizers and organizers. In terms of
entertainment or training, as well as offering incentives for the viewer.
P4 different strategies used to measure the impacts which is responsible for development of
event
In the event organization, management tactics refer to methods or tactics used to monitor and
guide the path to market to accomplish event goals (Banerji, Bhushan and Jull, 2019). In this
case, methods apply to route preparation or predicting for effective activities. This covers all
operations and tasks from the final point of the start point. The management of all operating
equipment of events in the normal range is critical for event organizers. Any of the techniques
for management have been developed below:
Techniques for Influence Measures:
Balance scorecard: It is an organizational effectiveness instrument used for evaluating the
performance of processes or functions. It offers information and recommends a way to pick
suitable tactics. In the tourism sector, it is very difficult to gather evidence from each individual
citizen which is valuable for the event manager to achieve qualitative results in order to
efficiently particular platform.

Model of corporate environmental management: This refers to the organizer's role and duty in
protecting environment from destruction. This model attempts to calculate the effect of the event
on the community through the event manager. It provides the potential to increase strategic
strategies by reacting to social needs.
Government position: For the event sector, the leader of a country plays a significant role when it
is appropriate to take decided to carry such activities in public locations such as international
exhibitions, event gatherings, etc In order to gain goals, the activity organizer must obey all
government policy.
PART B (Covered in PPT)
TASK 3
P5 Analyze the positive and negative impacts in relation to macro environment of global events.
Macro environments refer to those variables that influence the company unit's role and
efficiency, for which it is important to identify all external forces for smooth operational running.
These variables cannot be managed by any organization, and these variables must be taken into
account in accordance with the requirements set out all corporations’ duties or output. PESTLE
research is carried out in the sense of a given case, along with its advantages and disadvantages,
which are addressed below:
Political factor: In required to bring out smooth operation of business activities, it is necessary
for the entertainment industry to accept all rules and regulations by the government (Ohba,
2019). It entails shifts in government policy that can have an effect on the event market, cause
controversies, and much more. The sector has to be versatile in design with this case, so that any
improvements can be embraced.
Positive effect- It is political security which allows companies to operate their activities
smoothly.
Negative Effect- The activity industry faces too many obstacles since Brexit, including a high
income tax on exporting machinery that will warn them to come to the UK for results.

Economic factor: This covers all economic considerations such as economic development,
interest rates, inflation, consumer tax revenue policies, etc. In contrast to other nations, the
economic situation of the UK is strong, which brings advantages to the activity industry when it
comes of efficient organization of events.
Positive- The entertainment industry benefits the country by producing more income to increase
economic growth.
Negative: Organizing a neighborhood event generates a good net economic return, but there are
also risks of a high opportunity costs. This kind of expense plays an important role about how to
make the best community investment choices.
Social factor- This applies to certain variables that include geography, ethnicity, morals,
traditions, beliefs, behavioral problems, or habits of end users (Stouge, Bagnoli and Rasmussen,
2020). This has an immense influence on the event management industry as market expectations
and patterns are continually evolving for these event holders need to set plans or schedule
according to customer needs.
Positive - This has a positive effect as it creates a constructive interaction for the members in the
city.
Negative: it also leaves poor along with good, since it contradicts the ideals of people that do not
take part in activities.
Technological factor- This helps a specific sector to see how emerging technology can impact
their strategic market role or practices. As the UK has strong access to innovations, they have
good opportunities to implement emerging innovations such as performance innovative
capabilities in order to achieve success throughout the context of a given situation.
Positive: The introduction of emerging technology allows businesses to deliver new, unique and
revolutionary offerings that draw a vast amount of customers.
Negative: In terms of acquiring new experience and competencies for growth, it takes a lot of
effort.

TASK 4
P6 Perform a SWOT analysis for a specific event to determine and analyze the criteria necessary
for successful planning of events.
SWOT analysis is a scientific method to classify some entity or event's power, vulnerability,
possibilities, and danger. In the other side, in which power and vulnerability are internal
variables, both chance and hazard are external ones (Sreenivash and Datta‐Barua, 2020).
Strategic strategy must be encouraged, as it aids in the judgment process and helps to consider
the positives and negatives of the company. In which a SWOT study is carried out in the sense of
a big London 2012 Olympic Games event:
Strength Weakness
The wide variety of regional reach in multiple
regions is the power of the Olympic Games as
it greatly influences the target region along
with buyers.
Active online existence on numerous social
media platforms allows organisers to establish
strong customer connections.
Venue is another powerful argument for
Olympic games as it aims to achieve
competitive edge for the competitive position
of the company.
Business blames environmentalists because of
inadequate waste disposal schemes.
The status of flexibility and overall market
efficiency is often impacted by cash scarcity or
limited current asset supply.
The judgement process takes too much time
that affects the business launch of new product
processes.
Organizational culture is another significant
cause of organisational weakness because it
does not fit with corporate goals.
Opportunity Threat
The exponential shift in population growth is a
tremendous boost for the organisers of the
Olympic Games.
Creating new, creative technology will
minimise cost and improving performance and
quality, leading to profit growth (Footitt,
Hambidge and Finch-Savage, 2020).
Competitive conflicts are the greatest challenge
to either form of business or occurrence when
they impact the profitability of the customer
base.
The implementation of new stringent
government instructions is another huge
challenge to the London Olympic Games as it

The rise of social media as a movement is a
massive opportunity for the Olympic games in
London.
increases the risk of costly litigation suits.
Inflation rate adjustments impact the cost of
supply along with benefit.
It has been observed from the above SWOT review that any event needs a proper plan to counter
performance and development in which organizing an activity is not a simple job, so it is
necessary for event organizers to formulate proper approaches or aims to address the event goal
(Giorgi, Raffaele and Coppola, 2019). There are different variables for this which enable us
fulfill the objective of a case where some of the variables are mentioned below:
Goal aim: There is intent behind conduct or organization of events in which the primary goal is
to achieve results and raise funds for this it is necessary to develop successful and appropriate
plans and to better distribute resources.
Understanding the audience: This aspect applies to the recognition and expectations of target
buyers or markets, who would allow the business to introduce an efficient and fashionable good
or service. If the business idea has been found, their first move is to contact them for it there are
different steps to target audiences such as social networks, web search choice, etc.
Choosing the right location: It is the most crucial consideration because it impacts clients, so it is
necessary for the planner to choose the best forum that depends on the size, form and amount of
crowd (Network, 2019).
CONCLUSION
From the aforementioned report, it was evaluated that the business world is the primary aspect of
the country to achieve prosperity and development as it leads to a wide scale increase in the
nation's economy. In nature, this industry is much diversified as it divides on the basis of scale,
type or material. All of these components play a crucial part in the creation and growth of the
company in their own right. In addition, PESTLE analysis and SWOT analysis allows the event
industry to recognize internally and externally variables that influence the role of events to
achieve the business's target. In addition to this, diverse approaches and tools are used to build

and establish productive business plans that help organizations meet corporate objectives in a
limited period of time.