Global Events: Macro Environment Impacts, SWOT & Recommendations

This report examines the effects of global events on the macro environment, using specific examples to evaluate macro environmental factors and their influence on the global events industry. It provides recommendations for improving event planning, minimizing adverse impacts, and maximizing profits. A SWOT analysis of The Edinburgh International Festival is included, examining its strengths, weaknesses, opportunities, and threats. The report also critically evaluates the criteria essential for successful event planning, considering the impacts of both internal and external environments, concluding that global events have lasting impacts on the macro environment.

Global
Events

Table of Content
 Introduction
 Determining effect that positive and negative impacts of global events have on macro
environment
 Using specific examples, evaluation of macro environmental factors and their influences
on global events industry
 Providing recommendations for improvising and solutions for particular event ensuring
than these will minimise adverse impacts and also maximise profits
 Using a SWOT analysis tool, report on a specific event examining
 Conclusion

Introduction
 Global event could be delineated to an event
organised for limited duration having
international reach, impacting population,
requiring significant investment and building
environment. The presentation determines effects
which positive and negative impacts of
international events on macro environment,
SWOT analysis of specific event and critical
evaluation of criteria that are significant for
successful event planning.

Determining effect that positive and negative impacts of
global events have on macro environment
 Global events are termed to events which take on worldwide significance. Global events
have huge impacts on macro environment. Certain kinds of effects of global events on
factors of macro environment of London, UK are determined underneath:
 Political factor: It plays important role in determining dimensions which effect
events’ long term profitability in a certain market or nation.

Continue
 Economic factor: In an economy, events are seen as image makers, developing profile
for locations, etc.
 Social factor: Culture of society and ways of executing practices affects culture of an
event in the environment.
 Technological factor: Technological aspects including technological diffusion rate,
recent technological development, etc are fast disruption within industries.

Using specific examples, evaluation of macro environmental
factors and their influences on global events industry
 Macro environment factors are those factors that resides outside boundaries of a
company and influences decision making of businesses within global event industry.
For example, political factor impacts on an event that is The Edinburgh International
Festival as policies of UK’s government showed up support to for event managers to
keep populace happy along with themselves in power.

Providing recommendations for improvising and solutions for particular event
ensuring than these will minimise adverse impacts and also maximise profits
 To The Edinburgh International Festival, improvisation could be possible through
adopting of principles of sustainable development including integrity, inclusivity,
human rights and labour standards. With this recommendation, it is possible for The
Edinburgh International Festival management team to include or involve local
populations in practices of event.

Using a SWOT analysis tool, report on a specific event
examiningThe Edinburgh International Festival in Scotland organised by community where management has done SWOT
analysis defined below:
Strength Weakness
 The Edinburgh International Festival in Scotland helps to
increase the awareness of people in changing
environment.
 This maintain social and cultural aspects in community.
 Creating interest of audience and participants.
 Many events are mobile that means move regularly
between different destination.
 Developing brand image and increasing performance.
 Development of global events by managing all activities
and functions.
 Improper infrastructure that create issue in event
succession.
 Small pick for kids.
 Changing interest of people
 The size of country
 public presentation locations are far excessively
 Changing in political regulation and economic
environment.
 Lack of utilisation of resources

Continue..
Opportunities Threats
 The event increases growth of tourism industry.
 This event helps in Humanistic disciplines festival in
the universe
 Creation of job employment
 Bring improvement in quality of life
 Stakeholders take initiatives to make available
funds.
 The event management and team members works
collectively that helps to organise a successful event.
 Occurrence of natural happenings.
 Continuously changing in culture and values of
country.
 Cost of events
 Having pollution
 Relying on event to rejuvenate the economy

Critically evaluate the criteria that are essential for
the successful planning of events. Take into
consideration the impacts of both the internal and the
external environments
 From the above it has been evaluated that internal and external
environment relates to macro environment which used to analysis the
environment and making right decisions. In internal environment SWOT
analysis is used to know strength and weakness of particular event that
happened for special purpose. On the other side, PESTLE analysis is being
used for the purpose of knowing positive and negative impacts. This
affects the event performance and functions.

Conclusion
 From the presentation, it is concluded that global events have long lasting impacts on
macro environment. There are various events, for example, The Sealing Of Magna
Carta, WORLD CUP, The Edinburgh International Festival and many more that are
organised in UK. For instance, impacts of global events within macro environment can
take various forms that includes economic, political, technological and social.

References
 Garcia, B., Melville, R. and Cox, T., 2010. Creating an impact: Liverpool's experience as European
Capital of Culture. Impacts 08.
 Gardner, A. J., 2021. Reliability of using the proposed international consensus video signs of potential
concussion for National Rugby League head impact events. Neurosurgery. 88(3). pp.538-543.
 Vitart, F. and Robertson, A. W., 2018. The sub-seasonal to seasonal prediction project (S2S) and the
prediction of extreme events. npj Climate and Atmospheric Science. 1(1). pp.1-7.
 Wen, J., Zhao, X. X. and Chang, C. P., 2021. The impact of extreme events on energy price risk. Energy
Economics. 99. p.105308.