Global Events Analysis: Macro Environment, SWOT, and Recommendations

This report analyzes the global events industry, focusing on the impact of the macro environment. It explores how various factors, such as political, economic, social, technological, environmental, and legal aspects, influence event management. The report uses PESTLE analysis to assess these factors and provides recommendations for improvements, specifically for the Excel Exhibition Centre, considering the Olympics. A SWOT analysis is conducted to identify the strengths, weaknesses, opportunities, and threats. Furthermore, it outlines critical criteria for successful event planning, emphasizing internal factors, safety, and financial requirements. The conclusion summarizes the findings, highlighting the importance of adapting to the macro environment and leveraging recommendations to enhance the event's success.

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 events menas organisation events at international level through which
differenties countries takes part and represent themselfe in terms of the
concerned event. Olympics are organised and different countries
participate their to represent their sports. Excel Exhibition Centre is
intrested in performing event for next Olympics and for which impact of
macro environment factors on global events, conduct SWOT analysis for
successful planning and provide Recommendations egarding to problem
that origin in global events is mentioned in this presentation.

Positive and negative impact of global events
on macro environment
Global events industry are influenced various factors of the macro environment that
influences on decision making and organizational behavior of a business working in
the industry. These factors helps in identifying various opportunities and threats that
will help in identifying business opportunities. To know the impact of macro
environment PESTLE analysis is done.
Political Factor-
Merits: Event management businesses needs to consider all the policies made by
government of all the countries as in recent times more liberal policies are designed
for event industry.
Demerits: The liberalization through policies in trade brings political pressure to have
higher standard of living and this is supported through event industry.

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Economy Factor-
Merits: A slow growth rate in the industry is seen in past many years and to minimize this effect
technology is upgraded in event industry this leads to reduction in cost and enhances return on
investment.
Demerits: In an economy there are several factors that influences event industry and it becomes
difficult all the factors at the same time and business suffers.
Social Factors-
Merits: Exhibitions and events are organized with a objective to enhance brand preference
through creating networking. Organizing an event in the global market will help in attracting
the name of event industry for representing it with considering all the social factors.

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Technological Factor-
Merits: Development of technology provides benefit to event industry to grow with opportunities
to have a virtual event run along side of the live event.
Demerits: Internet have given access to large number of public to review the service of the
companies working in this industry. This hinders image of businesses who shot one time
client.
Environmental Factor-
Merits: Event industry is focusing on green environment and all the operations are performed in
Eco friendly manner. This creates positive image of the industry.
Demerits: Rising concern regarding national environment sometimes becomes expensive for the
industry to manage business activities.

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Legal Factors-
Merits: Legal system of the countries are establishing in such manner that each businesses operator of the
event industry is benefited through legal rules that are designed to save businesses against any cheating.
Demerits: Legal policies regarding greenhouse gases and other legal compliance's becomes an difficult task
to perform for the small businesses in the industry.

Macro Environment Factors and their
influence on global event industry
Macro environment factors affecting the
global event industry in positive and
negative manner such as-
Demographic and psycho graphic change:
Demographic information is focused on
external factors such as age, gender,
location. Psycho graphic information
focuses on beliefs, priorities, hobbies and
habits of individual.

Recommendations For improvements
Excel Exhibition Centre is provided with recommendations and solutions for
Olympics event. These are as-
Risk Management: Organizing Olympic Games in different country will
bring risk related to political, legal and social environment. These needs to
be analysed effectively to make recommendations for solutions.
Development of Effective communication channel: A effective
communication channel will be established among the organization so that
threats can be communicated on time to minimize their effect on the profits
and profitability of the business.

SWOT Analysis TOOL for Specific
Event
SWOT analysis helps in identifying strengths, weakness, opportunities and threats
available to the business.
Strengths:
Experienced working staff and planned managerial operations.
High motivation among employees to work hard in global events to create good market
image.
Weakness:
Lack of funds and poor technology.
Lack of media and corporate will reduces chances of getting global events.

Criteria for successful planning of events
For successful planning of a event there are certain criteria that needs to be
fulfilled. Certain criteria for Excel Exhibition Centre are as follows-
Internal factors: Before implementing an event all the strengths and
weaknesses that business possess must be analysed so that business
objectives can be achieved in most profitable manner.
Safety: Safety of the employees working in the event and the public attaining
the event must be given priority. When security system of the event
management will be remarkable then organisers of exhibition related to
precious goods will prefer Excel Exhibition Center in priority.

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Financial requirement: Arrangement of funds required to perform event
must be done before initiating the project so that all the activities can be
performed on time and no loss is suffered due to non availability of funds.