Global Events: Strategic Planning, PESTLE, and SWOT Analysis

This presentation provides a comprehensive analysis of the global events industry, focusing on the application of PESTLE and SWOT analyses. The presentation begins with an introduction to the global events industry, emphasizing the need for strategic planning to gain a competitive advantage. It then delves into the positive and negative impacts of the macro environment, explaining the significance of PESTLE analysis in identifying political, economic, social, technological, legal, and environmental factors. A brief discussion analyzes the implications of these factors on the event industry, followed by recommendations for business expansion and effective planning. The presentation also includes a detailed SWOT analysis, examining the strengths, weaknesses, opportunities, and threats within the industry. Furthermore, it outlines various criteria for the successful planning of events, considering both internal and external factors. The presentation concludes by summarizing the key strategies and techniques discussed, highlighting their role in making effective business decisions and achieving desired results.

Global Events

Table of Contents
 Introduction
 Positive and Negative impact on Macro Environment
 Brief analysis of discussion
 Recommendation
 SWOT Analysis
 Recommendation for effective planning
 Various criteria for successful planning of events
 Conclusion

Introduction
Global event industry need to conduct PESTLE and SWOT Analysis in order to gain competitive advantage
in the business environment. This power point presentation include study of internal and external
environment and various approaches for effective planning. To analysis the competitive market, company
need to conduct a research.

Positive and Negative Impact of Macro Environment
The PESTLE Analysis is tool that is used to identify factors which have positive and negative impact on
business and its operations. It is important for every organisation to conduct this analysis in order to get
success in the competitive environment and get aware about the changes takes place in the industry.To
analysis the competitive market, company need to conduct a research. These elements are present in macro
environment of business and bring changes in process. This segment will explain different factors which
have impacts on event industry:

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Political: Increasing political pressure to frame guidelines and regulations to reduce emissions of
greenhouse gas which is creating awareness among consumers. This is impacting event industry as it is
negatively affecting transportation facilities which is one of major support in planning events.
Economy: The economy pressure and trends creating impact on industry as recent crisis has slow down
growth for events. Due to crises many organisations are forced to cut down expenses for events which is
impacting event industry negatively.
Social: The main goal of event is to create brand awareness and increase relationships so that organisational
objectives can be achieved. Business here provide proper space and promotional tools to impact consumers
buying behaviour.

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Technology: This aspects of macro environment have positive impact on event industry as it allows
management to use different digital technologies to make event successful and meet clients expectations.
This is possessing threat to security and safety which is influencing decision making to ensures that safety
measures are strong enough for guests and other teams members.
Legal: The last factor is related to legal aspects of macro environment which lays down rules and
regulations which are essential. This impacts business positively and negatively as there are guidelines for
clients which protect firms from cancellation and payment issues.
Environmental: This macro environmental factor is proving out to be threat for event industry as
greenhouse gas rules and global warming which effects the choice of selecting venue along with
attractiveness for guests.

Brief analysis of discussion
From the above discussion, it is concluded that these factors are more important in order to gain
competitive advantage in the market and also affects the decision-making of the managers to sustain their
position in the business environment. It influences the decision-making as the report of these factors
determines the expansion of the company.

Recommendation
By the above framework it is recommended that company should expand its business by analysing the
various external environmental factors which helps them in eliminating their risk factor. Here, research and
development is the primary factor which helps in analysing the factors which drastically impact the
business while its expansion or starting from new phase and all determination of all these factors are
important as it helps in their expansion and this analysis impacts the decision making of the owners.

SWOT Analysis
Strengths: Analysing the strengths of the project is helpful in achieving the objectives or goals. It is analyse
by reviewing the meetings. In order to conduct strong event, company need to measure the return on
investment and also helps in improving the benchmarks. There are various strengths of events such as take
order of new clients, improve employees productivity and many more.
Weaknesses: These attributes are harmful or put negative impact in achieving objectives. Weakness of
event industry include huge conference expenses, such as audiovisual fees, foods and beverages which
affects the events industry. In addition to this, systematic planning and reputation of company can become
harmful factors which directly impact the internal conflicts among the sponsors, lack of media support,
social idling and so on.

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Opportunities: These are the factors which analysis the competition, economic conditions, support from
local authorities etc. These are helpful in creating commercial events in an appropriate manner according to
the requirement of marketplace.
Threats: These are those factors which put negative impact or slow down the project such as bad weather,
worst infrastructure, high labour rate, lack of raw materials. So, it is important to conduct SWOT analysis
before developing an event plan which helps in maximising the strengths and opportunities of the project
and eliminates the impact of weaknesses and threats. It helps in maximising the strengths and opportunities
of the project and eliminates the impact of weaknesses and threats

Recommendation for Effective Planning
From the above discussion it is summarised that for their effective internal factors they need to do effective
planning which is helpful for the global event industry which are discussed as:
Sponsorship: When event manager or the committee develops a clear understanding of funding and budget
and wish to secure the sponsorship for an event. It is important for the organising committee to have a clear
idea of what they like from their potential sponsors.
Publicity: Size of the event is essential for the promotion and publicity of the event like if the event is
organised at small level it does not include huge cost for advertising and if event is conducted at large level
it includes huge cost for promoting the events.

Various criteria for successful planning of events
Events contains both internal and external factors which plays important role in achieving the targets and
goals. Internal factors includes the strengths and weaknesses on which organisation have fully control over
it and influence the functions in order to attain the objectives. In the context of London ExCeL exhibition
centre which are favourable and unfavourable on the global event are as: