Global Events: Macro Environment Impact, SWOT & Successful Planning

This presentation explores the multifaceted impacts of global events on the macro environment, employing PESTLE analysis to dissect political, sociological, legal, environmental, and technological factors. It delves into how these factors influence the global events industry, offering specific recommendations for improvements within cultural events. A SWOT analysis is conducted to assess the strengths, weaknesses, opportunities, and threats associated with such events, highlighting the importance of factors like tourist needs and potential weather risks. Furthermore, the presentation outlines essential criteria for successful event planning, including social media monitoring, post-event surveys, sales data analysis, and the integration of event apps for enhanced engagement. It concludes by emphasizing the role of PESTLE analysis in understanding event impacts and the significance of various factors in driving event industry improvement, supported by relevant references.

Global Events

Table of Content
 Introduction
 Positive and negative impacts of global events have on the macro environment
 Macro environmental factors, their influence on global events industry
 Recommendations for improvements for a specific event
 SWOT Analysis of specific event
 Criteria’s which are essential for successful planning of events
 Conclusion
 References

Introduction
 Global events are those kind of events that have a global reach
and are of limited duration.
 These kind of events require significant amount of public
investment and also have an impact on built environment and
on population.

Positive and negative impacts of global events
have on the macro environment
Positive and negative impacts of global events on macro
environment has been described through PESTLE analysis:
 Political Factors: Factors that should be taken into
consideration in this element it includes change in
government, government policies that may impact an
industry.

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 Sociological factors: It includes those kinds of issues which include demographic issues and
consumer behaviour pattern. Event industry has to verify about objectives of event so that
accordingly consumers can be targeted for a particular event. If purpose of event is not
communicated into appropriate manner then it becomes difficult to attract large number of people
and also it is unable to attract right kind of customers for it.

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 Legal Factors: These are those kind of factors which are arising from changes in law. Event
industry has to follow every kind of clauses which have been decided into particular contracts.
This is necessary because it helps in avoiding various kinds of business conflicts.
 Environmental Factors: Environmental factors are those kinds of factors which is majorly
concern about natural environment.

Macro environmental factors, their
influence on global events industry
According to technological factor of PESTLE analysis,
event industry has to make decision of their process of
working according to technological changes. Event
industry can make their work into more organised
manner through use of apps and updated version of
technology.

Recommendations for improvements for a
specific event
Global events includes various kinds of events but in terms of cultural
events there has been more chances to get improved into positive
manner. Cultural events generally include music concerts, annual
events and these can be improved through taking appropriate steps.

SWOT Analysis of specific event
STRENGTHS
 Cultural events have good way of organising structure.
 It gives unforgettable experience to visitors
WEAKNESS
 Cultural events don't have proper accommodation facilities
 These events have less involvement of local residents and
tourists

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OPPORTUNITIES
 These events recognise needs of tourists
 Cultural events have development of tourist preferences towards historic festivals
THREATS
 Cultural events have lots of rivals
 These type of events are generally organised in open space and environment so they have to face risk
of bad weather conditions

Criteria’s which are essential for successful
planning of events
There are certain ways through which success of an
event can be evaluated which includes monitoring of
social media activity, post event surveys , sales
numbers, incorporate an event app and sponsor
recognition

Conclusion
The above presentation concludes that PESTLE analysis helps in understanding
positive and negative impacts of global events. There are some factors which have
influence on event industry. There are some factors which help in terms of
improvement of event industry. There are some criteria’s which help in
improvement of event industry which include cultural, technological factors and
many more.