The Global Events Industry: Structure, Impact, and Analysis

This report provides a comprehensive analysis of the global events industry, exploring its structure, organization, and role in society. It examines factors influencing industry development, evaluates the value, impacts, and legacy of global events, and analyzes strategies for measuring event impact. The report also determines the positive and negative impacts of the macro environment on the global event industry using PESTEL analysis and concludes with a SWOT analysis of an organization. The report discusses various aspects such as local and mega events, sports and business events, and the role of events in society. It also addresses factors like demand, socio-cultural elements, and the impact of events on the economy at national, regional, and local levels, alongside event legacy and stakeholder impacts. Furthermore, the report covers strategies like the corporate environmental management model and balance scorecards for measuring event impact, and analyzes the influence of political, economic, social, and technological factors on the industry.

GLOBAL EVENTS

INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1. Analyze the diversity of the global events industry which includes the structure,
organization and role of different types of events in society.......................................................4
P2. Factors which influence the development of event industry.................................................5
TASK 2............................................................................................................................................6
P3. Evaluation of the value, impacts and legacy of range of global events in which
environment operate....................................................................................................................6
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..............................................................................................................................12
REFRENCES.................................................................................................................................13

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.
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.
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 an very essential role to play in the developing of economy and it is
the responsibility of event manger 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.
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
Events which are to be conducted through various organizations are being impacted upon
environment and all this happens due to organizations which has been using various resources to
complete the event that has been started by them. Further impact 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).
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.
Political impact: Events gets impacted through industry over political basis which has
created and promotion of organization is done. Negative aspect is over the risk that is there.
Tourism and economic impact: These events are having an positive affect over tourism
which has been helping in development of economy and is improving tourism that leads to
increase in income.
Contribution of event to economy
National level: London Excel exhibition is organizing upon central events upon global
level that is going to lead over impacting economy of the nation also. As the global organized
events audiences to come from various countries and state which makes increase in foreign
currency.

Regional level: Events is increasing and collection of tax is done at domestic level which
develop economic factor.
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).
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.
P4. Various strategies which is used to measure the impact which is responsible for event
development
Techniques for measuring impact
Corporate environmental management model: As per the model which is related to an
organization and is responsible over abstaining to damage natural environment. It has been
enhancing competition strategy. It measures affect upon environment in this model an critical
analysis of responsibilities over environment has been completed or not.
Balance scorecard: In this strategic performance and measuring technique has to be
helpful over providing feedback to an organization. Such data collected considered being very
critical over providing of feedback in an organization. It is helpful in enhancing of decision
making process.
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.
.

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 an 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. This is impacting event industry as
it is negatively affecting transportation facilities which are one of major support in planning
events. Increasing globalization and liberalization is increasing competition for companies within
industry and this is creating positive impact as customers have more options to work with so that
there events are proved out to be successful.
Economy: The pressure of economy and trends has been creating an impact upon the
industry as the crisis has slowed the process of growth. As per this factor lot of economical
factors has an important role to play within the growth of economy. 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. This has created a challenge as now new roles has to be set-up by the event
manage. More innovation is required to be shown and also assured return. This makes the large
events into smaller events in order to target potential audience (Berkebile, 2017).
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. Business her provide special space and promotional
tools that is having an impact consumers buying behavior. This had an negative affect as there
are chances of failing of event management to pay attention over small details. As this is going to
hinder quality of event and turned out to not at all effective.

Technology: This aspect has been dealing with macro environment and had positive
impact upon event industry and it has to be allowed the management for using of different digital
technology and has to make event more successful and meet the needs of client expectation.
Companies have been using virtual platforms that are going to reach to potential customers with
events happening at one single place. This has been possessing threat to security and safety
which influencing decision making for ensuring the safety measures strong enough for guests
and other team members.
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. This impacts business positively and negatively as there is 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 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. Companies who are going to used environmental friendly resources and
production methods so that it does not impact environment(Mehr and et. al., 2017).
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 an project is very much helpful in achieving of
an objective and goals. It is analyzes by review done in meeting. In order to conduct an event
strong event, company needed to measure the return on investment and this is going to be helpful
in improving of benchmarks. 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. Free coverage of media and shortage of competition is also
the strength of an event industry. It has to pay more emphasis upon donation, sponsorships,
attracting more public and revenue for success and growth. This can be understood through
example London ExCeL exhibition centre is able to make plans for the next Olympics because of

lot of factors like public relations, financial resources and skilled team and these factors have
been helping in making effective plans and strategies of an event.
Weaknesses: Such kind of attribute is harmful or this 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 company 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. Such factors are the weaknesses of an event and company needed to be analyzed these are
certain factors that is going to be proved to be an spooler for an sports event (Panitz and
Glueckler, 2017).
Opportunities: Such factors have been analyzed through competition, economic
condition, support from local authorities etc. These are proven to be helpful in creating
commercial events in appropriate manner. As per markets requirement opportunities has to be
identified and analysis of the potential attendees. Sponsors that is willing to help in increasing
participation to support an event. London ExCeL exhibition center survived in the frequent
drastic changes in the environment and this has to be a reason behind its success and has made it
biggest event organizer. It enhances the interest of external stakeholders like government and
investors to organize the events suitably.
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. So, it very much required to conduct SWOT analysis
whenever developing of event plan is done. This helps for maximizing the strength and
opportunities of project. All eliminates the impact of weaknesses and threats. All these factors
are threat for London ExCeL exhibition center that has hinder the chances of their profitability
and sustainability.
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. This makes plan
for an event upon helping over targeting of sponsors which is there to highlight event benefits
An effort to secure the sponsorship they need to define their strategies and tailors the approach
for each organization Wang and et. al. 2016).
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
to consider various forms of media such as radio, television, newspaper etc. and different ways to
approach it.
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 centre 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.
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.
Critical evaluation
PESTEL and SWOT is one of the most important analyses that has to be over an
organization because it deals with both internal and external factors that can affect event
management and various approaches are there which can be used over to cover various aspect of
event and is helpful for its growth.

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 analyze 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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