Report: Diversity, Impact, and Management of Global Events Industry

This report offers a detailed analysis of the global events industry, focusing on its structure, organization, and the diverse types of events within it. It examines the factors that have influenced the industry's development both locally and globally, including the growth and emergence of event management. The report evaluates key factors influencing the industry's structure and the roles of different events in society, as well as critical evaluation techniques. It explores the value, impact, and legacy of various global events, considering the operating environment and different management strategies used to support responsible event development. Furthermore, the report assesses the environmental impact of global events and strategies for responsible development, along with the positive and negative impacts on the macro environment, decision-making, and organizational behavior. A SWOT analysis is conducted to evaluate the criteria for successful event planning, providing recommendations for improvement and solutions for minimizing adverse impacts and maximizing profits. The report uses the case study of London's ExCeL Exhibition Centre to illustrate different concepts.

GLOBAL EVENTS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
Diversity of the global event's industry including its structure and the way its is organised and
role of different types of events in society..................................................................................1
Factors that have influenced development of the events' industry on both local and global
level ............................................................................................................................................4
The growth and emergence of the events' industry:- .................................................................4
Evaluation of the key factors that influence the development, structure and organisation of the
events' industry and role of different events within society........................................................4
Critical evaluation techniques for the key factors that have influenced and shaped the events'
industry and role they play in society.........................................................................................5
Value, impact and legacy of a range of global events together with the operating environment
.....................................................................................................................................................5
Management strategies used to support responsible event development across a range of
global event.................................................................................................................................5
Critical Evaluation of specific management strategies used within the events' industry ...........6
Impact that global events have on different levels of the environment and evaluation of
strategies used by the industry to support responsible event development.................................6
PART B............................................................................................................................................7
The positive and negative impacts of global events on macro environment and its influence on
decision making and organisational behaviour...........................................................................7
Evaluation of macro environmental factors and its influence on global events, decision-
making and organisational behaviour.........................................................................................8
Recommendation for improvement and solution for specific event minimum adverse impacts
and maximum profit ...................................................................................................................8
SWOT analysis............................................................................................................................9
Evaluation of criteria for successful planning of events...........................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Global events are build in order to connect brand and people with the power of live vents.
There is requirement of creative, passionate and innovate event professionals for different part of
the globe having different background and experience(Richards and Colombo, 2017). Present
study is based on the company London’s ExCeL Exhibition Centre that is an exhibition and
international convention centre in East London. Report will include Diversity of the global
event's industry including its structure and the way its is organised and role of different types of
events in society. Further report will include factors that have influenced development of the
events' industry on both local and global level and its critical evaluation. Using evaluation of
techniques and key factors that have influenced and shaped the events' industry are been
identified. Value, impact and legacy of a range of global events together with the operating
environment is further included in the report. Different management strategies are identified to
support responsible event development across a range of global event. Further report includes
Critical Evaluation of specific management strategies used within the events' industry. Impact
that global events have on different levels of the environment and evaluation of strategies used
by the industry to support responsible event development is also identified in the given report.
Report will also determine the positive and negative impacts the macro environment has on the
global events' industry and their influence on decision-making and organisational behaviour.
Report will conduct a SWOT analysis for a specific event to examine and assess the criteria
essential for the successful planning of events(Amato and et.al., 2019).
PART A
Diversity of the global event's industry including its structure and the way its is organised and
role of different types of events in society
There are different form of events taking place in the society and are mainly
differentiated on bases of size, form and content.
On the bases of size they are differentiated in following types:- Local or community events:- Community events are planned gathering on any public
property that may consist of about 50 or more people. These events generally boost the
economy and giving benefits to the society.
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 Major events:- There are different events taking place with respect to sports, cultural
festivals and this is giving benefits to the cities and regions in which they are been
hosted(Cornelissen, 2017). Hallmark events:- There are some major fairs, expositions, cultural and sorting events
taking place and generally have international status that are usually held on either a
regular or alternative bases.
 Mega events:- Mega sporting events are one-time sporting events that are taking place at
international scale by a special authority and this event is having high levels of media
coverage and have great impact on economy, tourism and infrastructure for the
community that is hosting the event(Dehghani and et.al., 2017).
On the bases of form or content events are categorised as follows:- Cultural events:- Cultural events are related to some specific cultural representation that
may be in form if music, art etc. They are organised by having consideration of
economic, social and future aspects that may affect some areas. Sports events:- These are events related to sport activities where it features competition in
different sports among organised teams from state or nation. Music events:- There are community events oriented towards the performance of signing
or playing instruments by any nationality, locality of musicians.
 Business events:- There are events for the business welfare, in order to automate different
business practices, to notifying and report the essential things(Ferdinand, Shaw and
Forsberg, 2017).
The structure and components of the event industry:-
There are different components of event industry that are essential for managing the
events. These components are as follows:-
 Event organisations:- There are different organisation that are handling the events
effectively. London’s ExCeL Exhibition Centre is an award-winning convention and
events venue in London. This organisation is handling various events effectively.
Organisation is having hierarchical structure where different coordinators that are
working in team for planning, organizing and conducting a major event. Each department
is having a coordinator that is part of organising committee and they collectively share
decision making process with event director. These coordinators are selected on the bases
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of knowledge they have. These coordinators further handle the different components of
the events(Mallen and Adams, 2017).
Figure:- 1
 Venues:- There is a venue coordinator that is booking the venue and is responsible to set
a team. Venue coordinators are responsible for managing the risk evolve during the event
and have control on the environment where event is taking place.
 Suppliers:- There are suppliers in the event industry that are responsible for providing
different Equipments and the Equipment coordinators at London’s ExCeL Exhibition
Centre work with the suppliers in order to have sound equipments and transport facility.
They also have responsibility to maintain these equipments till the event is successfully
completed(Getz and Page, 2016).
Role of events in the society:-
Events are playing a very important role with respect to the society in following ways:-
 Events are responsible to increase the tourism in the country.
 There are many events that boost the economy and are giving benefits to the
society(Müller And et.al., 2016).
 These events are benefiting to the cities and regions in which they are been hosted.
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Illustration 1: Event organisations

Factors that have influenced development of the events' industry on both local and global level
The growth and emergence of the events' industry:-
Event industry is having a great impact on the companies and brands. Managing these
events needs proper planning and execution. This industry is versatile and dynamic in nature and
this include different face to face seminars, exhibition, conferences etc. It mainly includes
planning, marketing, Production execution etc. As business and industry are expanding both at
local and global level, the demand of event management is increasing that is increasing overall
scope for the event industry. Not only this its is brining career options and development
opportunities for various people and organisations. This industry is expected to continue its
growth as more number of people have started to attend the events. That is the reason London’s
ExCeL Exhibition Centre is having good growth in market(Jones, 2017).
The value and contribution of events to global economy:-
These events are contributing to the global economy in an effective manner as these
events are responsible to increase the tourism in the country and this helps in improving the
economy of nation that finally results in increase in global economy. There are many events that
boost the economy and are giving benefits to the society as whole. People have started to be part
of these events in huge number and these events are benefiting to the cities and regions in which
they are been hosted. As income is been generated from these events in a huge amount, it is
having positive impact on the global economy(Nizam and Kam, 2018).
Demand and motivation for different types of events:-
There is a huge demand of these events at local and global level as trends are increasing
with respect to uniqueness. Business activities are changing and people have started to interact
more. Not only this, in order to maintain the different culture of the nations, different events are
taking place at both global and local level. London’s ExCeL Exhibition Centre is having huge
demand in market due to the changing trends.
Evaluation of the key factors that influence the development, structure and organisation of the
events' industry and role of different events within society
There are different key factors that influence the development, structure and
organisations of event industry. As growth is seen with respect to festivals and events and it is
having large impact on their communities. That is the reason development is seen in these event
industry and its organisation like London’s ExCeL Exhibition Centre. The political, economic
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and technological situation of different countries vary, that is the reason these factors have
different impact on different organisations(Noe And et.al., 2017). These are having positive
impact on the economy and benefiting the society as whole as different events are increasing the
tourism in nation.
Critical evaluation techniques for the key factors that have influenced and shaped the events'
industry and role they play in society
According to Richards and Colombo (2017) there are different key factors that are
influencing and shaping the events' industry and its organisations like London’s ExCeL
Exhibition Centre. There is a huge influence of supply chain over performance of event industry
as the deviation in supply chain may affect the planning of the event organisation London’s
ExCeL Exhibition Centre.
On the contrary to that Spracklen and Lamond (2016) stated that the management skills
are the biggest influence on the event industry and its performance as its shapes the supply
management function in the organisations of event industry.
Value, impact and legacy of a range of global events together with the operating environment
There is positive and negative impacts of events in social and cultural perspective. The
positive one is that people come together to share an experience and reinforcing pride in the
community and also improving the community. Global events expands the cultural perspective
and brining conservation of culture. On the other hand the negative impact is that effect is seen
on the behaviour of individuals that is caused by the observation of actions of other.
There is also positive and negative impacts of events on tourism and events perspective.
The positive one is that there is rise in tourism and economy as the country hosting the event is
benefited to have more tourism, as a result overall economy of nation rises(Van Den Berg, and
Russo, 2017).
Different companies of event industry are putting there efforts and London’s ExCeL
Exhibition Centre is also participating in UN Global compact scheme where company work on
human rights, labour, environment and anti-corruption. These positive activities impact the
company and its stakeholders in long run(Amato and et.al., 2019).
Management strategies used to support responsible event development across a range of global
event
The different management strategies for effective event development is as follows:-
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 Align goal of company and event strategy:- In order to develop the event, London’s
ExCeL Exhibition Centre has to align its goals with the respective strategy for the event.
This will include Revenue generation, build brand through leadership conferences and
internal team building events(Cornelissen, 2017).
 Understand the resources:- In order to build out event strategy, identification of
resources is necessary in order to accomplish the goals of the business. This will include
time, staff, company support and event management technology.
Critical Evaluation of specific management strategies used within the events' industry
According to Dehghani and et.al., (2017) the management strategy that is used within
events' industry is setting clear goals for the business. Strategies event planning is about
collection of data and analysing it. It is all about creating goals and tracking the data accordingly.
(Mallen and Adams, 2017) argued that the management strategy that is helpful in
managing the events is to organise the event efficiently and within a budget. Organising the
events save the time and money as there is no confusion in the planning process and cost is also
identified.
Impact that global events have on different levels of the environment and evaluation of strategies
used by the industry to support responsible event development
Global events are impacting the different levels of the environment as these events are
responsible for the meeting the different needs of the stakeholders that is to increase the revenue
of the industry and make profits on there behalf.
Different management techniques have to used by the event industry in order to measure
the impacts. Corporate environment management model have to used as it is helpful in building
strategies for environmental management that is sustainable industrial development. Another
technique is balance scorecard that is framework useful in implementing and managing strategic
objectives, measuring and targeting. These techniques are helpful and responsible for event
development(Cornelissen, 2017).
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PART B
The positive and negative impacts of global events on macro environment and its influence on
decision making and organisational behaviour
There are different macro environment factors that are impacting the global events. These
factors are as follows:-
Political factor:- There are different political factors that are affecting the global events like
employment law, tax policies, tariffs etc. For organising the Olympics effectively, event
organisers need to monitor and forecast the external influence of these factors by taking proper
measures.
Economic factor:- There are different economic factors that are affecting the global events like
interest rates, economic growth, exchange rate etc. Event organiser for Olympics work to
understand these exchange rate so that they are able to conduct global events effectively.
Social:- There are different social factors that are affecting the global events like Norms, cultural
expectation, global warming etc. event organisers for Olympics make a clear understanding of
the cultural differences so that they manage the event effectively(Müller And et.al., 2016).
Technological:- There are technological factors that are affecting the global events and they can
become barrier in organising an event effectively. For the same event organiser for Olympics
work to have equipments that can work with good efficiency(Van Den Berg, and Russo, 2017).
Legal:- There are different legal factors that are affecting the global events like employment,
taxation, import and export. The organisers of the global event Olympics work in order to
develop good relation with other country so that they do not face any sort of issue in importing
and exporting the services in global market.
Environmental:- There are different environmental factors that are affecting the global events
like monsoon, temperature, natural calamities etc. In order to overcome the risk related to these
problems, event organisers of Olympics take proper measures so that due to rain or other natural
calamity, event is not affected(Cornelissen, 2017).
There are different demographic and psychograhic change that are affecting the decision
of the event. There are change in living conditions of the people due to change in composition of
society's age. These changes affect the global event positively and negatively. It is helpful in
brining changes but lot of research is done by the event organisers of Olympics in order to
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launch it in global market. Another is psycho-graphic change that include change in opinion,
attitude, lifestyle of people. In order to manage these changes organisers of Olympics have to
understand the lifestyle of people. It is positively affecting the event in order to expand the
market but for the same lots of efforts are put by the organisers in order to understand the
changing lifestyle of people.
Evaluation of macro environmental factors and its influence on global events, decision-making
and organisational behaviour
Macro environment factors are having its great influence on the global events like
Olympics as its helps the organisation to take proper measures in order to overcome the barriers
that are coming between to organise the events effectively(Amato and et.al., 2019). The different
external factors that influence decision making of the organisation are demographic, political,
social and many more. In order to have sustainable growth organisation have to work in such
way tat the activities of the business is not making any effect on the environment. Organisation
have to manage the risk that is involved in organising the events at global level as there are
chances that due to some external factors, event is affected.
Recommendation for improvement and solution for specific event minimum adverse impacts and
maximum profit
In order to improve the event and to minimise the adverse impacts of macro factors a
proper planning have to be taken into consideration by the organisers. These planning can bring
maximum profit for the organisation. The planning basically includes:- Strategic planning for events:- Organisers have to make proper strategies that can make
the Olympic event successful. For the same organiser have to set the goals and provide
appropriate tools to its team members so tat they can work accordingly. Financial planning for events:- It is also essential as without having budget, it is
impossible to conduct such a big event of Olympics at global level. Human resource management:-It is the most important part as human resource are the
main resources that can organise the event effectively. Organisers have to hire the
employees that are having full potential and experience in the field(Noe And et.al., 2017).
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 Sponsorship planning:- As a huge amount of investment is required to conduct such
event in globally. Organiser have to identify and reach to such people who are ready to be
the sponsors of the Olympic event.
SWOT analysis
In order to analysis internal strength and weakness and external opportunities and threats,
here is select SWOT analysis. This help to analysis SOWT of Olympic event organize which are
as follows:
Strength:
There are different types of strength by organizing Olympic event. Strength is presence a
internal opportunity of event industry. The participation of the world's top sportsmen in the every
discipline manner is effectively create strength of event. Another strength of Olympic event
ceremony is opportunity for host country to showcase themselves to the rest of the world.
Weakness:
The weakness of Olympic event is protest by various and different countries by political
reasons because which are affect to event. The various point and directions are doping questions
mark on the celebrators of event. This weakness are internal growth factors in the negative
manner.
Opportunities:
Opportunities are create a great ways for event for improve their strength and weakness
of business in effective manner as well as move their business at other ways and success. This
include more sports ceremony like cricket to get higher viewer ship in country. The another
opportunity is higher anti doping standard to restore the confidence of fans. With the help of this,
company is also have protected and effective opportunity for business by promoting their centre
presence at world wide.
Threats:
Threats are affect to event and event industry by implementing new technologies and
better plan of event planning. This have threat from terrorist attacks is likely in order to increase
in the future. Other threats, as more sports become the more professional in the nature. This
effectively possible that in the future plan and growth factors.
Approaches to effective planning
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