Global Events Industry: Structure, Impacts, and Management Strategies

This report provides a comprehensive analysis of the global events industry, examining its structure, organization, and the diverse roles of different event types within society. It explores the factors influencing the industry's global development, including social media and tourism. The report delves into the values, impacts, and legacies of global events, assessing their effects on the environment and evaluating management strategies for responsible event development. It includes PESTLE and SWOT analyses to evaluate internal and external factors and determine criteria for successful event planning, using the London ExCel exhibition centre as a case study. The report also discusses social, cultural, political, economic, and environmental impacts of global events, and concludes with a summary of findings and references.

Global Events

Table of Contents
INTRDOCUCTION ........................................................................................................................3
PART (A).........................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analyse the diversity of global events industry by considering its structure and
organisation & role of different types of events in society....................................................3
P2 Describe the elements that influenced the development of events industry globally.......5
TASK 2 ...........................................................................................................................................6
P3 Analyse the values, impacts and legacy of a range of global events on environment in
which they operates................................................................................................................6
P4 Assess management strategies used to measure the impact which is responsible event
development for a range of global event................................................................................7
PART B( covered in PPT)...............................................................................................................8
TASK 3............................................................................................................................................8
P5 Critically analysis the positive and negative impacts in context of macro-environment of
global events: .........................................................................................................................8
TASK 4............................................................................................................................................9
P6 Conduct a SWOT analysis for a particular events to analyse and evaluate the criteria
necessary for the successful planning of events.....................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRDOCUCTION
Event means collection or gathering of people in large number. For this event organiser
develops and conduct event on large scale such as conferences, festivals, sound of music,
concerts and many more. Event industry is very diversified on the basis of size, form and
content. Many organisation conducts events in order to advertise or grab large amount of people
for generating revenue from them. In which global events are conducted on international level
for understanding the culture and behaviour of interested people those who attend events.
Corporate under this industry is varies from size type and resources(Cvetkovich, 2018). This
report is based on London 'S Excel exhibition centre who organise events at international level.
In order to archive success they conducted Olympic event in 2012. further more this report
discuss about PESTLE and SWOT analysis in order to examine the internal and external factor
to achieve growth and success as well as explains the different factors of diversification of event
industry.
PART (A)
TASK 1
P1 Analyse the diversity of global events industry by considering its structure and organisation
& role of different types of events in society.
Global events refers to those events which are for limited period of time in order to reach
globally which requires significant public investment & left impact on population and built
environment. The conducting of global events such as Olympics, Expos, world cups, culture
festivals have long been seen as possibility to imitate growth and development. There are many
ways of categorising or grouping events that can be on the basis of size, form or content. All
these categories of events is discussed below:
On the basis of Size
In this events are characterised according to the size and scale. In which it includes major
events, mega events, hallmark events and local community events.
Major events- It refers to any activity that attracts huge number of people. This event is
based on scale & media interest. It gives economic benefits too. In which it involves concerts,
dance parties and large exhibition in order to grab ample numbers of individuals. The isle of man

host two significant annual events of TT race and Silverstone which has the British Formula one
grand Prix. In UK sport events needs three main elements for major sport events and that are,
 It needs competition between team & individuals who repents their nation
 it need to be attract large number of public across globally by media coverage or
spectator attendance.
 It must hold international significance for sports concerned and features.
Mega events are larger than regular events which affects entire economies and prevail in
global media. These events generally creates competitive auction. It involves several events such
as Olympic games, FIFA World Cup & many more world fairs(Diffenbaugh, 2020). It is not easy
for other events to fit in this category. Marris inGetsz defines mega events in following ways like
volume of events need to exceed 1 million visit in for that require minimum capital cost $ 500
million. Example of mega event are world student game in Shiffied and Euro '96 football
championship and commonwealth games.
Hallmark events- These are those events that become so known with the vital principle
or attribute of town, city, states & country. These events are one time conducted events for a
limited period of time that develops awareness and profit of tourism destination in short and long
term. All these are totally deepened on the success and uniqueness of events which creates
interest and attracts large numbers of people. Example of Hallmark event is Kentucky Derby
host in US.
Local community events- Many communities host events within their locality during
festivals for fun or entertainment values. Through these events they help crowded people to
expose new ideas, experience and encourage them to participate in spot and art festival, example
of this event is Asian Mela- Waltham Forest.
On the basis of content or form -
In this events are classified on the basis of culture, regions, behaviour, business etc.
culture events – it includes performance of artistic expression. it can comes under the
category of major events. For example Phantom of Opera and music sounds that generate
tourism revenue.
Arts festivals – This share large numbers of characteristics that includes intense artist.
There events are time specific events. They conduct these events with the clear purpose and

direction. For example South Asia has developed seven categorises of festivals within their
region.
Sports events are the essential part of event industry for development and growth. This
event have ability to grab tourist and visitors in large number and generate media coverage. This
vents is beneficial for both organiser and the player as well as visitors. Summer Olympic is the
example of this event(Graeff, 2019).
P2 Describe the elements that influenced the development of events industry globally.
Event industry improves every year in which there are numbers of key factors that
contributes industry to achieve success and growth. These factors are discussed below:
Social media- It has big impact on event industry as it updates details about event in
order to enhance the awareness of events to each and every individual who uses social media. In
which Facebook is a outstanding mode of promoting special events. In which data is collected by
the online survey through organiser of events. Advertisement of event can be done through many
other sources of social media like Instagram, twitter and websites of events. In which consumers
or interested people can buy tickets online too though all these mode of social media. This aids
event organiser and other people those are the part of events in term of generating revenue.
Which contributes in increase the scale of economy as well as developed grwoth of event
industry(Lucas, 2018)
Tourism- It helps in increasing economy by generating revenue though tourist or visitors
of event. The main motive of tourist is to attract large numbers of people for events in order to
serve as a catalyst for urban renewal and for increasing the infrastructure and tourism capacity .
Tourist motivation is important for generating revenue from them. In which events helps in
motivating users. As visitors or consumers pay money for events tickets which aids organiser in
order to generate revenue from them.
Unemployment – The rate of unemployment is UK is lower which means increase in
demand of workers and that leads to increase in economy. Due to fall in unemployment, benefits
on events industry increases. Increase in number of training events is directly proportional to
generating more money and that would be going to event industry and it needs more number of
employees which removes unemployment(Mancini, 2018).

TASK 2
P3 Analyse the values, impacts and legacy of a range of global events on environment in which
they operates.
The purpose of conducting an event is enhancing the business profitability, celebrity and
community cause among others. It is not take place in vacuum even it involves all most each
aspects of lives whether it is related with social, culture, political, economical, or environmental.
The benefits receives from these events is a positive result for event industry in term of
popularity and support of event. For this they opt research strategy and do well documented in
order to increase outcome and benefits. In which all events posses positive and negative aspects
and these are discussed below:
Socio and culture impact – The London Excel exhibition centre puts positive impact on
social and culture event as it creates network and made connection within or outside of
community. This factor develops awareness about culture , tradition and behaviour of
communities. For example in culture events, different types of culture people attend this event in
order to understand about various culture, language, religion(Morgner, 2017).Additionally it
leaves negative impact too as community loose their ownership ans become rued in nature which
bring conflicts among people.
Political factor- on political basis event industry also get influence in positive and
negative both manner. By promoting investments, and improving reputation on globally this is
positive impact. Moreover it left negative impact as risk is there in every event like chances of
failure, shortage of funds etc.
Tourism and economic factor- events puts positive and good impact on tourism
industry as it help in making revenue which gives some contribution in economy of nation. It
helps in increasing the manpower too which creates job opportunity by removing unemployment.
Along with this it give negative impact as it decreases opportunity cost and reputation which
directly affects the economy of nation.
Event contribution towards economy-
Local level – events plays vital role in developing growth of economy at local level. It is
because it deceases the level of unemployment by offering job opportunity to peoples of locality.

Region level – events aids in enhancing the domestic tax which helps region in
increasing economy scale.
National level – As London ExCel exhibition centre conducted events on international
level which puts a huge impact on economy. This is because, audience and visitors comes from
different regions, cities and countries in order to attend events that leads to increase in current of
foreign country. Increment of foreign currency is directly proportional to increase in nation
economy(Network, 2019)
Legacy of events-
long term impact on Stakeholder- for conduction of event fund is need and which is
collected from various investors such as visitors, organisers etc. organisation of any event is
beneficial for both hoister and organiser in term of earning profit. As well as it is beneficial for
audience also.
P4 Assess management strategies used to measure the impact which is responsible event
development for a range of global event.
Management strategies are those techniques or tools which help in controlling or
directing a business in order to achieve set of predetermine goal where as event strategies refers
preparing of overall plan about event. It includes all task from start up to end up of event. It is
important to control many hundreds of moving parts within average events. In which some of
management strategies are discussed below which aids event management in development-
Balance scorecard- This is basically related with the process of analysing goal and
objective of various activities. It is a performance strategy tool which helps in proving
information related to needed or selected strategy along with it also directs, guide and helps in
identified the targeted artwork(Sykes, 2016)It aids company in order to provide and determine
feedback. In event industry data collection is very difficult for this it helps in providing
quantitative results devise decision in effective manner. Hence it is a very helpful tool in
evaluating the performance of events.
Corporate environmental management model- This hypothesis is related with the role
and responsibilities in order to desist or protecting from harming the natural environments. For
responding social requirements and new market this will help in creating capabilities for
increasing competitive strategy. This model gives a great contribution in analysing the impact of
event on environment as it measure the responsibility related with environment( Richards, 2019)

Role of government -Government plays a vital role in event industry because for
conducting several events such as trade fair, art activities and conferences needed permission of
government and in order to complete or get success for organising events. Event organiser need
to conduct event according to the rules and regulation along with policies of government.
Sometimes government takes too much responsibilities for major global and political events.
PART B( covered in PPT)
TASK 3
P5 Critically analysis the positive and negative impacts in context of macro-environment of
global events:
Macro-environment refers it is includes those factors which is affects industry
performance and analysis competition in the market. It includes all those external factors which
affects industry on that basis plan a strategies to grape opportunities and take preventions for
threats. These factors in not controllable and affects the decision making procedures of the
industry. Industry determines these factors and evaluate the impact in order to gain competitive
advantage so mention below:
Political factor-: Political factor is an important factor of the macro-environment. It
directly affects the global event industry in order to examine government rules, regulation, taxes
and policy. For example, suppose choose different geography to set business model but that
country have different trade agreements and taxation policy so it is affects the viability of that
business model.
Positive impact-: It is include that favourable conditions so it is positive impact on global
event industry and that situation helps to enhancing profitability.
Negative impact-: It is include that condition are not favourable so it is negative impact
on event industry and also affect its business.
Economic factor-: It is related to inflation, recession, unemployment and taxes all these
affects industry. It must be analysis of these factors accordingly plan and implemented a
strategies. The economic condition of UK is good and sound so industry easily gain the wealth
and these component also affect decision in order to invest in that business model or
not(Bacallao-Pino, 2016).

Positive impact-: It is related to those condition in UK is good so it impacts positive on
industry and it is take right decision to invest on particular industry.
Negative impact-: It involves condition in UK is not good so it shows a negative impact
on event industry's.
Social factor-: Social factor refers to those which includes demographic location, ethnic
background, social status,lifestyle and trends. It includes buying factor of customer also affects
the industry. It is help to determine the needs and wants of customer accordingly provides goods
and services. For example, In today's era they can't convince customer for unhealthy food so it
affects purchasing decision. In similar way it affects industry decision in order to changes which
is related to customer context(Broudehoux, 2017).
Positive impact-: In these, changing trends according to the need of customer so it is
positive for the global event industry and develop image in the mind of customer.
Negative impact-: In that industry not adopt changes according to customer preference so
it is out from the market and face negative impact.
Technological factor-: These factor greater impact on industry and also affect the
decision regarding a uses of technology in different product and services. Technology used to
develop products and deliver to consumers. In UK used a advanced technology so industry's gain
competitive advantage, increase revenue and profitability. For example, Company uses a
advanced technology in mobile software but those business model is situated in another country
and that country is banned a specific technology so it affects a decision process of particular
organisation(Costache, 2017).
Positive impact-: Industry adopts advance technology so it is positive impact for that.
Negative impact-: Due to fail to adopt a new technology so it face a negative impact.
TASK 4
P6 Conduct a SWOT analysis for a particular events to analyse and evaluate the criteria
necessary for the successful planning of events.
SWOT analysis is a scientific discipline for strength, weakness opportunity and threat. In
which strength and weakness is internal factor where as opportunity and threat is external factor.
It is important to promote strategic thinking, aids in decision making and to understand the

negative and positive of business. In context of major events, London 2012 and regeneration
legacy a SWOT analysis is carried out:
Strength Weakness
 Revival and strategy planing is
considered in precocious of games.
 Consider wide range of stakeholder.
 Support of cross political party and
commitment for revival.
 No planed evaluation of regeneration
 legacy use some venue post- games in
uncertain.
 Limited atomistic intellection of
regeneration.
Opportunity Threat
 Olympics supply a focus for
representing together regeneration
initiatives and aligning local policies.
 Creates a holistic way to plan and
regenerate
 Develop a blueprint for upcoming
period related with sport regeneration
schemes in UK (Vrba, 2017)
 Economics crises as well as global
recession.
 Potential engagement in between
local,national and regional policies.
 Restoration and replacement of existing
communities.
Any types of event need a proper strategy and plan in order to achieve goal of company
and hosting an event is very difficult task for achieving objective with event is even more
tedious. Here are some elements that helps in reaching organisational goal and these are
obstinate below:
Purpose of objective- Behind hosting or conducting any event, it posses goal or
objective. Which yields measurement of success & to understand the aim of event leads good
planning and proper allocation of resources. In order to achieve growth and success, a event
organiser need to set a goal.
Knowing audience- it depends on goal of company. In this organiser need to identify the
targeted audience and their requirements in order to accomplish goal of firm. Once they
identified whom they are targetting afterwards they needs to determine where and how they will

reach to them. In which there are many ways to reach prospective audience such as
telemarketing, social media, search engine option etc.(Antyufeev, 2018).
Selection of right venue – On the basis of targeted audience and type of event, organiser
need to select appropriate venue for conducing event and it is very important to achieve success.
CONCLUSION
From above report is has been concluded that global event industry is achieving rapidly
growth and success. Which contributes in enhancing the economy of nation in a good scale. This
is very diversified industry on the basis of size, content and form. All these factor plays vital role
in their own towards development of industry. Moreover PESTLE ans SWOT analysis helps
events industry in order to identify external and internal forces for reaching the goal of company.
Additional, several strategies and tools are also used or discussed in this assignment as it helps in
devising and creating effective business strategy which aids company to accomplish
organisational objective within a stipulated time.

REFERENCES
Books and journals
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Sykes, H., 2016. The sexual and gender politics of sport mega-events: Roving colonialism.
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Vrba, E.S., 2017. Late Pliocene Climatic Events and Hominid 25 Evolution. Evolutionary history
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