Analysis of Global Events, Macro Environment, and Event Planning

This report provides a comprehensive analysis of the impact of global events on the macro environment, examining both positive and negative influences. It delves into the effects of various factors such as political, economic, social, technological, legal, and environmental aspects on events, using the National Football League (NFL) as a case study. The report utilizes PESTLE and SWOT analyses to understand the macro environment's influence on the global event industry and offers recommendations for improvement, including emergency planning and health and safety measures. Additionally, it emphasizes the critical evaluation of necessary criteria for successful event planning, considering factors like social media usage and international laws. The conclusion highlights the importance of analyzing macro environmental factors and strategic planning for organizing events, while protecting the environment from hazards.

Global Events

Table of contents
 Introduction
 Positive and negative impacts of global events on macro environment
 Impact of macro environment on the global events
 Recommendations for improvement in Events
 Swot analysis for successful event planning.
 Critical evaluation of necessary criteria for successful event planning
 Conclusion
 References

INTRODUCTION
Events are held to communicate certain information,
messages, ideas to target people. It is organised
through proper planning, strategies and consists if
various procedures. There are several countries in
the world who are engaged in hosting &
organising events on a regular basis.

Positive and negative impact of Global events on macro-
environment
Commonwealth games is kind of Mega sports events and is considered as important for global sports.
Apart from this, it has several positive and negative impact on macro environment.
In 2014, it has earned huge revenue from large number of visitors, tourists and investors.
It substantially contributed in bring positive effect like increase in GDP in United Kingdom.

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Political factor:- It includes local housing legislations, taxes, wars, conflicts and many others. The
regulations and policies to bring down the effect of greenhouse gases are negatively influencing the
National football league USA event company in recent era as they are pressurised to use costly green
technologies in conducting various programs.
Economic factor:- New competitors, local demand and supply, economic growth, interest rates, economic
cycle are some of the factors of economy. Inflation rates increased in United Kingdom economy and
this negatively resulted in increase in costs of products and services across the region.

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Social factor:- Lifestyle trends, travel, ethical issues, media, population, culture and traditions comes
under social factors of macro environment. UK has become large consumer market due to increase in
birth rates and decline in death rates. Most of the population consists of older people. This is positive
factor for the National football league USA as its customer based is increasing and boosting the profit
margins. At the same time, multicultural population is negatively affecting the business as it has to
consider the requirements of different races as well as religions.

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Technological factor:- Internet, Information systems, competitive technology, technology
communications, access and legislations are various technological factors that may affect the
organisations. UK is one of the fastest growing countries in terms of technology in the world. This
negatively impacts event National football league USA as it as to adopt advanced technological
infrastructure which increases the level of costs in operations. On the contrary, it has positive impact
as country is providing encouragement through reduction in taxes to the businesses which are
technologically contributing in the economy.

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Legal factor:- It refers to laws, specific taxes, regulations, consumer
protection rights, employment contract and affects the product
transportation, practicality of markets and profit margins of
certain businesses. The minimum wage act is negatively
influencing the National football league USA event organisation
as it has to pay appropriate wages to the individuals in inflation
like situation in the economy. On the positive side, this act is
boosting the performances of the employees in the sector.

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Environmental factor:- It alludes supply of raw materials, infrastructure, communication, water and
energy resources. The uneven weather conditions in UK are positively influencing the tourism events
The Luxury Travel Fair, as much of the people from across the world visits country in summer. On the
other hand, increasing environmental awareness among the population through newspapers,
government and charities negatively affects the event industry as it as to make improvements in
reducing the environmental exploitation.

Impact of macro environment on the global events
There are various factors present in the environment which affect the functions of the business
concerns. They can influence the ability of the company to accomplish its targets and mission
statement. The impact of macro environment on the global event industry can be understood
through PESTLE analysis. This analysis is a framework which identifies the factors
responsible for influencing the decision making and behaviour of the businesses in the market.

Recommendations for improvement in Events
• NFL Football league event should make an emergency plan so as to avoid difficult situations like fire,
stage collapsing, bad climatic conditions and terrorist attacks
• It will assist company in averting extra costs and increasing revenues.
• Health & safety measure such as site hazards, first aid, wash-room facilities, emergency arrangements
should be implemented to assure proper health of audiences, staff, event members, employees and
suppliers.

Swot analysis for successful event planning
SWOT analysis:- This technique is used for strategic planning and was introduced by Standford. It
evaluates four important elements of an establishment like Strengths, weaknesses or shortcomings,
opportunities & threats.
National football league USA is the famous brand in the sports and events industry. It is based in London,
UK. SWOT analysis is conducted to manage risks associated in events, come through internal as well
as external factors and make effective planning of NFL Football league event.
Strengths- They are attributes of the company that assists in accomplishing the objectives of the events.

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Weaknesses- These attributes resist the event company in achieving the goals of the project.
Opportunities- They are the factors that aids the event businesses meeting its target.
Threats- These factors oppose the growth of the event in the marketplace.

Critical evaluation of necessary criteria for successful
event planning
NFL Football league event should take into account overall perception and political views of specific
company while promoting and expanding its activities. Other social media means instead of Facebook
should be utilised in countries like Vietnam and Iran where this tool is banned. Clear understanding and
evaluation of different factors like international laws, local legislations, current political climate of different
geographical regions will assist National football league USA company in surviving and competing at
global level.

Conclusion
It is important to analyse the factors of macro environment which hampers the growth of the event
industry. Macro environmental factors affect the growth of the organisation by influencing its
behaviour and decision making. Swot analysis is required to make strategic planning for organising
event and study the internal as well as external elements of the environment. It is the responsibility of
event manager to organise events by protecting the environment from hazards.

References
Ravenhill, J. ed., 2017. Global political economy. Oxford University Press.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences, conventions and
business events. Routledge.
Seeck, H. and Rantanen, T., 2015. Media events, spectacles and risky globalization: a critical review and
possible avenues for future research. Media, culture & society. 37(2). pp.163-179.
Trenberth, K. E., Fasullo, J. T. and Shepherd, T. G., 2015. Attribution of climate extreme events. Nature
Climate Change. 5(8). p.725.

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