Global Events: Macro Environment Analysis, Impacts & Recommendations

This report examines the positive and negative impacts of global events on the macro environment, focusing on Excel, London as an exhibition center. It evaluates political, social, economic, technological, and environmental factors influencing the global events sector. The report provides recommendations to minimize adverse impacts, including cultural sensitivity, personalized invitations, and virtual event options. A SWOT analysis of MCM London Comic Con is included to illustrate successful event planning, highlighting strengths, weaknesses, opportunities, and threats. Key resources, funding, economic growth, community concerns, and event planning tools are identified as essential for successful event planning. The report concludes that the event industry has gained competitive advantages by considering various factors and developing plans accordingly.

Global Events
Part B

Table of content
 Introduction
 Part B
 Conclusion
 References

INTRODUCTION
 Global events are the organized events which involves people from different countries
having different cultures.
 The present report is based on Excel, London which is an exhibition centre.
 Report will discuss the positive and negative impacts of global events on macro
environment.
 Further, it will provide recommendations for improvements to minimize adverse
impacts.
 In addition to this, SWOT analysis will be done of a specific event to examine
successful planning of events.

Determining positive and negative impacts of global
events on macro-environment
Political factors • politic
al
stabilit
y
• favour
able
relatio
ns
with
partne
r
countr
ies
Economic factors • increa
sed
GDP
• emplo
yment
gener
ation
Social factors • share
there
cultur
al
values
,
beliefs
, etc.
• huge
crowd
s
gather
Technological factors • latest
techn
ology
usage
Environmental factors • air
polluti
on,
noise
polluti
on
• large
gather
ings
which
is not
contro
llable.
Legal factors • Compl
ying
with
legal
rules
• quite
compli
cated
to
handl
e

Evaluating macro-environment factors
 Political, social, economic, technology and environmental factors may put direct
impact on global events sector and also influence decision making as well as
organizational behavior.
 For examples, political stability may put positive impact on industry in term of driving
management attention toward developing plan to enter into new market place where the
growth and success chances of venture are available in bulk.
 Furthermore, economic factor may put same impact on sector in form of making their
events successful as economic growth of a nation may drive the attention of individual
consumers toward purchasing tickets and taking part in event in which they are
interested.

Providing recommendations for improvements to minimize
adverse impacts
Culturally sensitive
Send personalized invitations
Holding a virtual event

Explaining SWOT analysis of specific event
A particular event held by Excel, London is of MCM London Comic Con which is a fiction fan
convention and focuses on video games, cosplay and popular media, etc. The SWOT analysis of
this event is discussed below
• Pandemic
• Government
policies and
rules
• Technology
advancement
• Current and future
trends
• Poor transport
system
• Low level of
innovation
• established place in
global markets
• economically
developed with political
stability
Stren
gth
Weak
ness
Threat
s
Oppor
tunitie
s

Critical evaluation of essential for successful planning of
events
 Key resources, funding sources, economic growth, community concern and availability
of event planning tools and techniques as well as other things are quite important for
management to take into their consideration.
 As these are essential for successful planning of events, and play important role to
achieve set aims of events sector.
 The overall planning may influence by external and internal environmental factor in
negative and positive manner as it rely on factor that may in favor of sector growth or
in against.

CONCLUSION
 On the basis of above discussion, it has been concluded that event industry has gained
competitive edges and organized successful events by taking several factors into
consideration and developing plans accordingly.

REFERENCES
 Anang, Z. and et.al., 2019. Factors affecting water demand: macro evidence in
Malaysia. Jurnal Ekonomi Malaysia. 53(1). pp.17-25.
 Hu, M. and et.al., 2020. Macro factors and the realized volatility of commodities: a
dynamic network analysis. Resources Policy. 68. p.101813.