HNC Hospitality: Global Events Industry Analysis and Report

This report provides a comprehensive analysis of the global events industry, focusing on its diversity, structure, and role in society, using London's ExCeL Exhibition Centre as a case study. It explores the factors influencing industry growth, including technology, global expansion, demand, expenditure, and government policies. The report evaluates key factors affecting event development, examines techniques to influence the industry, and assesses the positive and negative impacts of global events on the macro environment. Additionally, it includes a SWOT analysis and recommendations for improvements, offering insights into management strategies and the industry's future.

Global Events

Table of Contents
INTRODUCTION...........................................................................................................................3
P1.Diversity of the global event industry, its structure and role in society................................3
P2.Factors that affect the growth and development of the events industry globally..................5
P3. Evaluation of several key factors which influence the development in an event industry.. .6
P4. Critical evaluation of the techniques which are used to influence the shape and factors in
event industry..............................................................................................................................7
P5.Negative & positive impact of global events on macro environment ..................................9
Macro environmental factors and its impact on global event industry.....................................10
Recommendations for improvements ......................................................................................11
P6. SWOT ANALYSIS............................................................................................................11
CONCLUSION..............................................................................................................................12

INTRODUCTION
In current time, event is something that takes place at particular occasion or at particular
place according to the customers need and requirement. Film festivals, Christmas eve, Olympics,
marathon are the example of events. Global events are those which are conducted for a particular
time period and have reach large number of audiences globally. In this present report, London’s
ExCeL Exhibition Centre is taken into consideration, which is situated in UK, East London. The
company was founded in year 2000 and operates at global level. London’s ExCeL has
successfully organised many international events and one of the major event that it host
successfully is Olympics 2012. Now company tries to focus on how to improve its services and
gain more market share. This report is going to cover diversity of global events , its impact on
society. In addition to this, management strategies that is used to make event successful is going
to discuss. Later, it covers the effect of external factors on global events which impacts the
decision-making behaviour of an individual is discuss in this report (Indorkar, 2019)
P1.Diversity of the global event industry, its structure and role in society
Event is a planned occasion that takes place anywhere for a particular situation such as
marriages, birthday celebration, Tournaments, campaigns and so on. The events that have a
global reach and have bound with limited period is known as Global events. Such as Olympics,
Film Festivals, IPL etc. These events can vary on the basis of the size which are as follows:
Community or local Events: It is a planned activity that takes place at regional level or an event
which is of political, civic, educational and public nature. For example, a marathon is organised
by the local community in order to promote health in the society.
Hallmark events: These events are organized by the reputed and big organisations in order to
gain awareness of the public. These are held on a particular region or destination and have a
particular time period (Hwang, Chin and Chang, 2014)
Major events: These type of event take place when something important is happened or the
events that is organised by the big organisation is considered as major event. These events are
conducted with an aim or can effect any factors such as political, economic, social and so on.
On the basis of form:

Cultural events: These type of events are related to a particular culture. Cultural events are
based on some themes and ideas. In context to London’s ExCeL Exhibition Centre, the company
organized events according to the culture of its customers so that they can satisfy them and
remain for longer period in the market. Tomatina festival in Spain is an example of these type of
events.
Music events: it is a live performance which is presented in front of public. It is also known as
concerts, where famous personalities is singing on particular themes such as classical music,
folk, jazz and so on. These type of events are of short time period and based on themes.
Goldfrapp music event that happens in UK is the example of such events where large number of
people visit for a particular period of time. With reference to London’s ExCeL Exhibition
Centre, they can organize these kind of events which will increase its market presence and lead
to high success.
Components & structure of Event industries:
Venues: it is considered as the most important component for the customers that is the location
of the event. Customer prefer those venue which they feel convenient, comfortable and
attractive. In context to London’s ExCeL Exhibition Centre, the event managers can approach
venue to the customer as per there requirements which will lead to satisfaction and turns into
customer loyalty.
Event management companies: Event industry is represented the associations. Event
management companies give service to the customer from starting to the completion of the
event. Through this, organisations build a good reputation in the market and increase its
productivity. With reference to London’s ExCeL Exhibition Centre, they can offer full
packages to the customers which includes each and everything that is needed in an event. This
will increase its market position and directly impact on the sales of the company (Jepson and
Clarke, 2014).
Role of events in society
There are different events that impact on the societies. Music event influence the
behaviour of society as music connect people emotionally with it. The sound and theme of music

help people to feel positive in their surroundings. Fashion shows aware societies about the new
trends in the market. Events such as cultural events, community events generate value , belief
and sense of belongingness in the society. Sports event entertains public and shown them the
hard work that is done by athletes. This will generate interest and motivate the people of the
society.
P2.Factors that affect the growth and development of the events industry globally
The factors that impacts the development and growth of the event industries both at
international and national level are discussed in detail below:
Technology: Now a days people prefer those things which is new and innovative. New
technologies help companies to interact with their customer effectively and properly such as
Email, websites, chat windows and so on. Services will be properly managed if there is effective
communication between the event manager and its workers. With reference to London’s ExCeL
Exhibition Centre, the company can adopt these new technologies so that they can
communicate with the employees globally and give effective services to the customer which will
lead to increase in sales and profitability.
Global expansion: The event industries has increase its operations globally so that they can
reach maximum customers worldwide and increase its sales. In context to London’s ExCeL
Exhibition Centre, the manager should expand its business in other country and carry out its
activities at big scale. This will lead to the development of the company which in turns increase
the profitability of London’s ExCeL Exhibition Centre.
Demand: The demand of the customer is only fulfil when there is proper resources available in
the organisation. If the demand fulfils it will lead to customer satisfaction and vice versa. With
reference to London’s ExCeL Exhibition Centre, in order to develop its business the company
can manage the demand of its customers properly and effectively which helps in building good
reputation in the market at national and international level.
Expenditure: The budget is decided by the event companies in order to carry out the activities
properly. A proper estimation of finance is needed so that no problems can arise. London’s
ExCeL Exhibition Centre, the company can manage finance properly before organise its event so

that activities will be carried out on time and in an specific manner. The events that operated
globally are sponsored by many companies so that there brand awareness can increase. If
London Excel can do this, they can provide high quality to its customers and gain competitive
edge at marketplace.
Government policies: Every country has its own policies, rules & regulations. In order to work
globally, organisations need to follow these policies so that no challenge they can function
properly in that country. In context to London’s ExCeL Exhibition Centre,the company should
follow all the norms so that no issues can arise and they can execute the operations successfully.
This leads to the development of the company globally which directly impact on its profitability
and productivity (Jepson and Clarke 2014).
From the above study it has been analyse that these factors plays an important role on the
working and activities of London’s ExCeL Exhibition Centre at international and national level.
P3. Evaluation of several key factors which influence the development in an event industry.
Event sector has always been carried out where the basic growing nature as the number
of companies is continuously increasing which is directly in packing in a positive way towards
the economic condition of the market in international scale as well as national scale. Discharge
bin good for particularly global expansion, creating demand and market, event history and all the
technologies which are one of the most crucial factors and which provides a lot of benefits in the
industry for growing more for the and in a very effective and appropriate manner. These are very
important to have or create so that the company can sustain in the market and influence other
things such as creating demand in market. The main aim of the purpose of doing such in
developing these factors is directly connected to developing the main event so that the sponsor
can be satisfied by giving such names in a very little time (Getz and Page, 2016).
P4. Critical evaluation of the techniques which are used to influence the shape and factors
in event industry.
In the present time there are many types of key factors which influence the global
expansion and demand of event management these are also connected from the history of event
management, technological demand in the market and most importantly the impact of event

industry which is done in both negative and positive way. Listen close a positive manner where
the enhancing of such profit margins and several productivity is basically about increasing the
employment read by creating such events which will effectively be a good impact in the society
and might change take anomic condition on international and national levels. There has to be
different set of regulations that can be considered and which needs to be done with proper hi
investment this is what creates the possibilities for a business to generate a really good benefit
and the customers shall always get satisfied with correct needs followed. This naturally on the
other hand can also be in a negative aspect where customers keep changing on a regular basis
which will directly impact the investment of the company (BEZUIDENHOUT, 2014).
5.The value and inputs of several range of global events with the environment.
Event management organisation should always be successful as they have a good impact
in the economy and can create or bring changes within it. This could also create a probability of
less business it could directly lead to high margins of profits.
Social and cultural: these factors in the event of to be organised through looking up on different
type of cultures which are helping in a handsome the knowledge related to it and the generation
next connected to it. Together in please call society it is always preferred that such events
happened more so that will help in developing this industry all over the world.
Political: these factors have a direct impact on the environment in the industry and the liberal
political system which has always enhance the events in the field of culture, giving an
opportunity of business in a positive direction to influence several event managers. Operating
event Management and several activities at a higher scale that is international level will required
the political support to operate smoothly.
Tourism and economy: which factors have general positive effect on the tourism and have helped
in operating all the international scale level. this will have a good economic condition and
policies which will help in development and growth of event industry.
6. critical review the management strategies which are helping in supporting global event and its
development.
The global events and event management strategies have to support all kinds of events. They

have to create a particular strategy that will ensure them to have a successful delivery in which
such events should build a very smart move objective it will result in increasing the seal of the
visitors, supporting several applications which are addition in promoting and developing the
country. organisation should conduct such events that they can have general leaves of enhancing
many business relationships and with several visitors at one time this could increase the
awareness about the brand in the market. The business managers have to create a very smart
objective so that they can have particular performance indicators so that they can be easily
analysed and optimised. At the same time different strategies should be followed so that in
reputation management strategy should be used for particularly monitoring and reviewing all the
management systems and attract plus game several new visitors in the event (Rojek, 2014).
7. Critically evaluate all the management strategies which are used in event industry.
There are several types of strategies which are used by them for maintaining a proper
reputation while opting for event planners. The event management strategies have to benefit all
the managers as well as the company for providing a very successful event which will get the
brand exposed to different levels, increase the traffic in the event business, all the organisation
target audience shall be captured, interaction should be with all international and national
customers. This will give a very positive review in making all the valuable connections and
boosting certain amount of event management strategies which might cost a little higher suggest
the place which is to be provided or the design which is created and the spaces the buildings are
can occupy and many more times these things do not actually provide a positive response which
could lead to a very low turnouts in organisation (Sá, Kretz and Sigurdson, 2015)
8. Critically review on the impact of global event on several different levels.
The global events have to result in direct impact on the people and several local communities
addition to many resources within the environment and which is directly connected to the
organisation’s performance in many events. The general and the various events which should
function have a huge negative impact on many surroundings and the environment because there
is a excessive need of utilising all these carbon emission. Event planning companies should
always Excel and shall be held accountable for boosting search awareness and cooperating in

social responsibility strategies such accurate utilisation could benefit the economy in leading
towards a better and sustainable development (Sun, 2016)
P5.Negative & positive impact of global events on macro environment
Macro environment consist of positive and negative factors which affect the overall
organisational behaviour and decision making. These macro environmental factors are discussed
below:
PESTLE Model:
Political Factor-
Merits: Commonwealth games is an event that involves participation of many countries
and sometimes due to this good relationships is made with other countries that have a positive
impact on foreign exchange of good and services (Turner, 2014).
Demerits: if commonwealth games support some political party of a country, then it
might be possible that issues arise between the nations.
Economical Factor-
Merits: Events such as World cup, Olympics and so on generates revenue for the
economy, which will improve the the economic conditions of a country (Wang, 2016).
Demerits: common wealth games, Olympics needs huge investment. If something
happened wrong in these events, the money that spent is going to waste and the countries
economic conditions might be go down.
Social Factors-
Merits: Goldfrapp event (UK) and Sundance Film festival in USA impacts the society
positively and respect all the cultures of the countries.
Demerits: Automechanika Shanghai , a major event of china has follows its own culture
only which sometimes create negativity in the mindset of people.
Technological Factor-

Positive: Events such as Tommorowland, Tomatino festival support and follows artificial
intelligence, new & innovative technologies in event so that audience can getting knowledge
about the updated and innovative technology.
Negative: Events such as Carnivale Di Venezia, will affect negatively to the audience due
to its high radiations that affect on their health.
Legal Factors-
Merits: Tomatino Festival in Spain provides proper security to the public who is in the
event. This will improve its standards and help them them to build relations with other countries
citizens.
Demerits: Commonwealth games that is held on different different countries is somehow
did not able to focus on the security of the public and need of audiences.
Environmental Factor-
Merits: some events is based on the themes such as “ Go Green” that aware people about
the dangerous condition of the country (Van Dijk, 2019)
Demerits: Events uses fire crackers to celebrate, this pollutes the environment of the
country. Event Automechanika Shanghai in china affected the atmosphere negatively of the
country.
Macro environmental factors and its impact on global event industry
Impact of Technology: New and upgrade technologies impact the event industries.
Innovative technologies help event industries to connect with people easily and manage the
things properly. Digitalization helps companies to collaborate with other countries and expand
its business. This will increase the customer base of event industries which will directly effect on
its profitability.
Global shift in social & economic power: Economic & social power increases of the
population via internet and digital based life. As company can take reviews from all over the
countries and improve its services. The audiences are more open to the event managers and
communicate easily due to the monetary power.

Recommendations for improvements
Below are some of the suggestions and recommendations with solutions for Olympic
event which are as follows:
Risk Management: Managing and organizing event like Olympics is a big task and contain high
risk such as political, technological, legal, security risk. So before the event, London’s ExCeL
Exhibition Centre should properly analyse it that help company to reduce the risk.
Improvement in communication channel: A proper medium for communication should be
establish by London’s ExCeL Exhibition Centre, so that they can interact with the employees
effectively and manage all the activities properly. This will increase the performance and
productivity of the company.
P6. SWOT ANALYSIS
Strength: in this and number of people are professionals and highly experience making it very
helpful for completing the event very successfully.
Weakness: media is not just enough as one of the investors which will always impact upon the
whole marketing of company.
Opportunities: in the country there is always a strong economic condition which has lead to a
very crucial opportunity which shall be used to generate good amount of revenues.
Threats: the changes which are considered among many crucial impact that can turn out later to
be the biggest threat to the company (Alizadeh-Choobari, 2017).
Criteria planning an event successfully
Internal factors: it will be required for each organisation creating an event to analyse all the
strength weakness and threats before implementing anything in the event. This will have a direct
impact over the targets which are set by your organisation.
Safety: whenever there is the point of having a safe event it shall always be remarkable for all
organisations and their organiser to you prefer it as the centre and priority on the list.

CONCLUSION
From the above study it has been analysed that event industries can grow by expanding
its operations globally. In order to remain for longer period in the market, event companies work
with the new and innovative technologies that helps them in performing its activities effectively.
The external factors directly impacts the global events in both positive & negative manner.
Proper planning must be needed so that global events can take place properly and did not affect
its business negatively. The management strategies help event companies to successfully expand
its business globally and generate high profits in an appropriate manner. In addition to this,
SWOT analysis is important for these industries so that they get to know about its weakness and
opportunities in the market. This will help event companies to know about its market position
and where they can expand its business globally. This will lead event companies to earn high
profits in an effective manner.