Comprehensive Analysis of the Global Events Industry and Its Dynamics

This report offers a comprehensive analysis of the global events industry, examining its structure, organization, and the roles different event types play in society. It explores factors influencing the industry's development, including demand, socio-cultural influences, and event history. The report evaluates the value, impacts, and legacy of various global events, considering social, cultural, physical, political, economic, and psychological impacts. It also delves into strategies for measuring event impact and determining the positive and negative effects of the macro environment on decision-making and organizational behavior within the industry. Finally, it includes a SWOT analysis of an organization within the global event landscape.

GLOBAL EVENTS
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
P1. Analyze the diversity of the global events industry which includes the structure,
organization and role of different types of events in society.......................................................2
P2. Factors which influence the development of event industry.................................................3
TASK 2............................................................................................................................................4
P3. Evaluation of the value, impacts and legacy of range of global events in which
environment operate....................................................................................................................4
P4. Various strategies which is used to measure the impact which is responsible for event
development.................................................................................................................................7
TASK 3............................................................................................................................................8
P5. Determination of positive and negative impact of macro environment on global event
industry which influence the decision making and organizational behavior...............................8
TASK 4............................................................................................................................................9
P6. SWOT analysis of an organization........................................................................................9
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
Global event is that kind of industry which is responsible over developing of large scale
event like festival, conferences, formal parties and also official meeting. Various organizations
has to conduct these events over international level in order to understand nature and behaviour
of people to engage in industry and its events. This report is going to be based upon
diversification of global industry. Things to be covered in it are role of various events in relation
to society. Then it explains those factors that is having an impact upon both internal and external
factors analysis on global event of industry.
TASK 1
P1. Analyze the diversity of the global events industry which includes the structure,
organization and role of different types of events in society
Society is one of the most important elements and has an essential role to play. It results
into growth and success in the competitive market. Event manager has to be concerned about the
society. So, London Excel exhibition center has been provided with various platforms to an
organization for enhancing of profit level through organizing of various events like music, art,
fashion show etc. Diversity also includes various cultural, languages, economies etc. that has
been maintained by company for attracting customers. Further sizes has been discussed as
follows:
According to size
Local or community events: These are that kind of events that has been organized for
collecting people together or a kind of community gets together. Such events are open for any
people and no discrimination is done on the basis of color gender etc. Purpose of this event has
to be developed economic growth, community development in society and motivate community
members to organize events (Bowman, 2017).
Mega events: These events are of shorter period of time and gives long term profits. This
motivates people in business context. For conducting of such events huge amount is invested.
Purpose of this event is on helping business for protecting its tourism.
According to the form or content
Sports events: These events include all sports activities such athletics, Olympics events
and many more which require particular skills and physical strength. To run these kinds of events
government develop various rules and regulations so that they work within these norms and they
were help in achieving the competitive advantage.

Business events: This has been organized with 15 people having interest in business
activities. It has been conducted over building of valuable relationship in bringing people
together. Main purpose is to market the product and given reward to business.
Structure and components of event industry
Event management companies: Those companies have to be organized and various
events are required to be emphasized over smooth running as per demand. Lot of activities is
organized by keeping this in mind by event manger (Mehr. and et. al., 2017).
Venues: These places or location in which an event has been organized. Venue has a key
role to play as success and growth of an event is dependent on it. That is why research has to be
conducted upon various places.
. Event industry: This is considered as a complex industry and has been included with
wide range of companies within it. All organization under this industry is provided with
necessary contribution for event organizing. Promotion, production, catering, fun activities and
many facilities are provided to them.
Role of event in the society
 Events are the platform that has been putting positive impact within the development of
an economy. Above discussion has been summarized and mega events are best because
they are helpful in making profit (Nurmakov, 2016).
 Event develops the social cohesion and existing resources within society. Events are
organizes in order to earn money and it is also helpful in contributing towards economy.
Event manager should organize memorable event..
 From these events people are being able to understand and developing of knowledge
about religion, culture etc. As it provides proper support in engaging these kind of events
that has resulted into development of economy and success.
P2. Factors which influence the development of event industry
Event industry has a very essential role to play in the developing of economy and it is the
responsibility of event manager for achieving success in an event and higher profit generation.
Factors impacting it are as follows:
Demand and motivation for different type of events: Events are very important
from point of view of motivation for an organization. Conducting of events, industry can know
about the requirement and taste of the customers and is helpful in making plans. Events are being
organized for the purpose of motivating has been planning events and are being directed towards
action of meeting requirement. People require the event in order to get learning and discovering

through motivation. This has helped London ExCeL exhibition center to attain market share
(Nurmakov, 2016).
Event history and socio-cultural factors: This factor main emphasis on the requirement,
demographic, culture and many more that has both positive and negative impact upon the profit.
To tackle these factors London ExCeL exhibition center created aware about the public issues,
various culture and beliefs of a people that has been helping the organization for gaining of
developed knowledge.
From the above discussion factors has an very drastic impact on London ExCeL
exhibition center and if it does not consider then organizing any event or in operational activities.
That is why its necessary for company to include these factors for gaining of best position in
market.
TASK 2
P3. Evaluation of the value, impacts and legacy of range of global events in which
environment operate
Event is a kind of program that is required to be conducted as per the idea which has to
be brought into existence by an organization or individual. It is mostly dependent upon
requirement of the organization at that particular time. Different types of events which can be
performed by an organization has been explained as follows:
Mega event: Such events are defined as one time sporting scale which is required to
organize through a special authority and includes coverage of media with its effect on economic,
tourism and infrastructure of a country. All this is done only after host organization is performing
event for a community or marking significance of an event. Either size of event is being told
(Panitz and Glueckler, 2017).
Major Event: These events is supportive events that are being done in order to promote
cultural events and other small events related to social welfare. Also these type of event benefit
economic development and also include participation with significance in private sector.
Hallmark Events: This type of event includes various kinds of things like fair, exposition
and sports related events. It helps an organization in gaining of status within the society and
makes it gain balanced status. Under such kind of event there has to an opportunity or an
occasion and event should be at high scale performance within tourism market.

Event that has to be performed by an organization should not be impacting norms of
community that has been chosen by a host. If norms are not taken into consideration then this is
going to cause loos in performance of event which has to be performed by the organization.
Follows things are there which has to be taken into consideration in the form of resource that is
required to complete the event has been explained as follows:
Social and cultural impact: Event industry shall be having positive impact for
developing network and forming in communication. (Bowman and , 2017). This makes
communication strong that helps in building an strong web of network and leads towards positive
growth within the event performing team.
Physical and environmental impact: This factor is also there to serve as the best
according to the requirement and has been impacting negatively over the damage that has been
done by waste of environmental factor. If environmental factors are not being worked upon them
it is going to cause damage to the industry in manner that events cannot be performed and quality
of events is going to decrease that leads towards affecting the growth of the industry in negative
manner (Panitz and Glueckler, 2017).
Political impact: Events gets impacted through industry over political basis which has
created and promotion of organization. Such factors is effective over the cost that has to be given
over the event to be performed. If policies formed increases taxes then customer base is going to
be disturbed that leads towards loss within the industry. As customers is going to seek towards
other alternatives then performing events (Nurmakov, 2016).
Tourism and economic impact: These events are having a positive affect over tourism
which has been helping in development of economy and is improving tourism that leads to
increase in income. Such factors is helpful in promoting of tourism through promotional events it
enhances the economy by generating revenue within a particular society or country. Due to such
impact tourists are going to get attracted and visit the country that is going to increase in events
which automatically uplifts revenue generation.
Psychological impact: Events is getting impacted in psychological manner in a way that
persons heading the event or managing it may impact the behavior due to stress, anxiety and
anger. It is going to promote growth of event in tourism which is going to promote various ideas

to be implemented by tourism department of a country. Also community norms is going to be
followed to make the event done.
Economic impact: Event is going to be impacted because of the economic condition in a
way that availability of resources is going to be affected and also this is going to make the
organization conducting the event face loss as quality is also going to be impacted. Finances are
very important for an event to be conducted because it helps in arranging of resources and
logistic.
Contribution of event to economy
National level: London Excel exhibition is organizing events at global market that
enhances its effect on economy of a country. Foreign currency is going to be increased due to
visitors from all over the world and boost tourism also. This is going to helpful in increasing of
foreign exchange of a country and make its relationship strong. It gives London Excel to be
known globally (Patil and Biswas, 2017).
Regional level: Event also increases tax collection and donation to charity that makes
economic development possible. At regional level London Excel exhibition that is going to make
an organization generate money for a country which positively impacts the country through
increasing of the impact upon economy. Only the motive should be defined before event
conduction.
Local level: Also in relation to this event someone has to play an essential role over
developing of economy at within local level. This also conducts events and job opportunities that
has increased efficiency in manpower (Raschi and et. al., 2017). London Excel exhibition is to be
benefitted in a manner that work performance is going to be improved of the workers helping in
event performing and it makes generation of job possible which automatically makes economy
stable of a countries local market.
Event legacy
Long term impact on stakeholders: It means execution of event that has formed various
types of investors, organizers that are impacted as per the business success. Stakeholders are
responsible for bring investment within an industry and it is their responsibility to make
execution of event possible in smooth manner. Also shareholders is going to have an drastic
impact upon the economy of a country in a manner that all the money required for an event has
to be generated by them and if not done in proper manner then event is not going to be
conducted. This is eventually going to reduce investment and quality of labor which makes event
not to be conducted in proper manner (Mehr and et. al., 2016).

.
At international level stakeholder impact is going to be that they are going bring investors
and win their trust to invest in London Excel. If they are not going to be their then the
organization is not be able to set itself in global market which eventually stops expansion of
event organization. At national level the condition of market is going to play an important role in
making stakeholders decide about the pattern of investment to be followed.
P4. Various strategies which is used to measure the impact which is responsible for event
development
Techniques for measuring impact
Corporate environmental management model: This model explains about an
organization and its responsibility over managing of environment while performing an event.
Such model is helpful in making competition strategy to do competition in market. Also critical
analysis of responsibility over the environment within a workplace. Such model is going to
promote effective ways of gaining competitive edge within the market. It is going to be helpful
to London Excel exhibition by making analyses of those factors which gives and ideology with
responsibility which has to be performed by London Excel exhibition. This makes
accomplishment of goal in better manner.
Balance scorecard: In this strategic performance and measuring technique has to be used. Such
kind of scorecard is basically dependent upon the feedback that is been given to an organization.
This is given through data collection which has been generated from feedback submitted to an
organization. Enhances decision making mechanism and makes appropriate decision possible.
London Excel exhibition is required this to create an balance through performance enhancement
and decision making better by generating feedback which makes analysis of problem with
appropriate solution for it.
Government is required to play very important role within an industry related regarding
various events like conferences, trade shows and other become successful only after permission
and planning of government in venues. (Bonafoni and Biondi, 2016). Utilization of this event by
government is done to spread its agenda. Also responsible to a major global political event.
These are being conducted by government and helps in creating a positive impact.
The government has the responsibility of making the industry mange over the community
perceptions in a manner that the government has to make sure that no event performed is hurting
any kind of sentiments of an community. This can be done by government in making an industry
aware of the situation and norms of various community to an organization. This is going to make
an industry work over the rules and make them as per the government. Also it is the
responsibility of government to make sure that all environment norms are being made clear to
the industry in order to make event happen according to environmental norms.

TASK 3
P5. Determination of positive and negative impact of macro environment on global event
industry which influence the decision making and organizational behavior
The PESTEL analysis is that kind of tool which has been over identification of the factors
that is responsible for crating of both positive and negative impact on an organization and also in
business operations. This is also very important to an organization over conducting of analysis
that is going to be helpful over the change that has happened in external factors of an
organization and for this research conducting is required. These elements have to be presented in
macro environment of business which is going to bring change in process. Whole segment and
various factors have to be impacted over a whole industry of events and has been explained as
follows:
Political: Increasing of political pressure for framing of guidelines and regulating
of reduction in emission of greenhouse gas that has been creating awareness within the
customers to whom the services or product has to be served. Negative impact of this on event
industry is going to be that prices of resources is going to increase as government increase tax
rate and cost of raw material required for event uplifts. Positive impact is going to be that people
is becoming aware of global warming that is going to make event industry adopt more
environmentally friendly products (Bowman and , 2017).
Economy: The pressure of economy and trends has been creating an impact upon the
industry as the crisis has slowed the process of growth. If any of the element collapse then whole
economy is going to be impacted drastically because of this. An organization wants assurance
about the return over the investment done by them because investment is major key of success
for an organization. Also they want all the accounts of it in terms of spending. Negative impact is
that challenge is going to be there to maintain economy through setting up of event management.
Positive impact is that people are going to be attracted towards the event when there is going to
more focused on unique factors. It makes large customer base also.
Social: Main goal of an event has to be created brand awareness and this increases
relationship that is very much helpful in achieving of organizational goals. Positive impact has to
be created upon every industry that has been achieved only through living standard and rational
consumers. Every detail should be given to them about the launch of the product that has been
creating more demand for the company. Negative impact of this factors is going to be that it
makes there are chances of getting a dispute between the management committee people because
of difference in opinion. Positive impact is that it is going to make promotion of the organization
and make its expansion possible at faster rate.
Technology: This factor deals with development taking place in technology day by day.
It is very important because it makes activities and process to be smoother in event industry. It is
going to impact event industry in a manner that technology is one of the basic element that is

being required to make an event industry perform events because digital technology is required
to make an event successful and meet clients exception. Negative impact is that virtual platform
may face various difficulties like internet problem. Positive impact is that security enhancement
in event performance is going to be there which makes event performance better.
Legal: The last factor is related to legal aspects of macro environment which lays down
rules and regulations which are essential. There are many legal documents and laws which need
to be followed by event management which ensures that organizers are working under the limits
of law. Negative impact upon event industry is going to be that if laws are not followed to
perform an event legal issues is going to be faced. Positive impact is that growth is going to be
possible within the legal parameters (Bonafoni and Biondi, 2016).
Environmental: This macro environmental factor is proving out to be threat for event
industry as greenhouse gas rules and global warming which affects the choice of selecting venue
along with attractiveness for guests. There is need that event management makes decisions
accordingly so that there are favorable conditions for clients and accessible so that there is no
delay in management. Positive impact is that customer base is going to increase because
environment friendly customers is going to be attracted. Negative impact over event industry is
loss is going to be suffered by the industry.
From the above discussion that has taken place it can be concluded that such factors are
more important in order to gain back the competitive advantage within the market and has also
affected the decision-making of the mangers in order to sustain its position within the business
environment. This has to be influenced with decision making as the report of such factors
determines the expansion of the company.
TASK 4
P6. SWOT analysis of an organization
Strengths: Analyzing of the strengths of a project is helpful in making achievement of
objective and goals.. There are various strengths of event such take order of new client, improve
employees productivity and many more. Main purpose of event industry is to produce income,
control cost and revenues.(Wang and et. al. 2016). London Excel exhibition should be having
strongdecision making because it is going to leads towards making and the industry take firm
decision to make profitability increase. Stakeholders is having a very important role in uplifting
the industry because it makes the event to be done in smooth manner.
Weaknesses: Such kind of attribute is harmful and put negative impact over achieving
objectives. Weakness of event industry includes huge conference expenses, such as audiovisual
fees, foods and beverages that is going to affects the even industry. In addition to systematic
planning and reputation of an organization is going to become harmful factors that has been
directly impacting an internal conflicts among the sponsors, lack of media support, social idling

and so on. Weakness of London ExCeL exhibition is that analysis has to be done over various
kinds of factors which makes rising of conflict possible and creates lack of coordination within
an organization (Panitz and Glueckler, 2017).
Opportunities: Such factors have been analyzed through competition, economic
condition, support from local authorities etc. London ExCeL exhibition center is having
opportunity that investment is going to increase and external stakeholders is going to be
benefited. Also due to increase in demand of events expansion is going to be done all over the
market.
Threats: These are those kinds of factors that have put negative impact or have made
project progress slow. Bad weather, worst infrastructure, high rate of labor and lack of raw
materials are some examples of it. London Excel’s competitors is going to be a threat for it
because it is going to impact customer base directly.
PESTEL and SWOT is one of the most important analyses that has to be done by an
organization because it is helpful in decision making is impacted because of both PESTEL and
SWOT because those factors are included in it that is affects process or operations of an
organization like London Excel.
Approaches of effective planning:
Sponsorship: In this an event manager is required to develop committee over and clear
understanding over budget funding. It is required to secure sponsorship in an event. It is very
important in an organization association to have idea about the sponsors. Also upon event
management it is required to be clear with expectation from various sponsors. It is going to
affect London Excel in a way that it is going to make plan over the event that has been targeting
over the sponsor and this makes securing of sponsorship with the applied approach.
Safety: This is also one of the most important thing that has to be taken care because iot
makes and organization like event industry to take care of its employees. This is going to help
the stakeholders in managing the staff and win their confidence. London Excel is going to be
benefitted from such approach in a manner that all persons attending event is going to feel safe
and there experience is going to enhance.
Publicity: An event size is very essential over promoting and making publicity of an
event that has to be organized at small level which includes huge cost of advertising. Event
happening at large level involves high cost in order to perform its promotion. Mostly, this aspect
of event organization is left or neglects by various event organizers at last minute which results
in the poor representation of event and might be unsatisfied sponsors. In publicity, it is important
for London excel to use various kinds of media such as radio, television, newspaper etc. and
different ways to approach it (Berkebile, 2017).

Events contain both internal and external factors which plays important role in achieving
the targets and goals. Internal factors includes the strengths and weaknesses on which
organization have fully control over it and influence the functions in order to attain the
objectives. In the context of London Excel exhibition center which are favorable and unfavorable
on the global event are as:
Convenience (Internal): Critical needs have to be emphasized by the organization over
retaining of interest in customers. It includes closeness of people and expenditure to utilize
facilities. Also such needs help in expanding of an organization by providing proper space to
work on flaws.
Meeting guidance (External): In order to organize an event over large scale is required
to be done and necessary alliance over macro factors has to be gained in order to achieve
competitiveness. This can be achieved through organizing for meeting requirement.
There are certain trends that has been arising within the industry that is stakeholders conflict this
means that if any conflict arises between the stakeholders then it is going to disturbe all
procedure of an event and working of event industry. Awareness should be there about the
sensitive issues in an community as this can make the organization face difficulties in future.
CONCLUSION
From the report it can be concluded that all kind of events taking place globally event
industry has been rapidly growing industry and has contributed over growth and success towards
an economy of a country. Such industry is diversified on the basis of its size that has been
formed. Every factor has an important role to play on its own. Further PESTEL analysis and
SWOT analysis has been done which has helped an industry or event manger to analyse both
external and internal factor. For achieving of higher competition level within market these
analysis is required. Also various strategies and technique has also been discussed within report
as it helps in making and developing of a business.

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