HNC/HND Hospitality: Global Events, Macro Environment Analysis Report

This report provides a comprehensive analysis of global events, focusing on their impact on the macro environment. It begins with an introduction defining global events and explores their positive and negative influences across political, economic, social, technological, legal, and environmental factors, utilizing the PESTLE model. The report then examines the influence of macro environmental factors on the global events industry, including digital and social technology impacts and international shifts in social and economic power. Recommendations for improvements are provided, specifically for London's Excel Exhibition Centre, emphasizing effective communication and risk management. A SWOT analysis assesses the criteria for successful event planning, identifying strengths, weaknesses, opportunities, and threats. The report concludes by summarizing the key findings and emphasizing the importance of understanding the complexities of the global events industry.

Global Events

Table of Content
 Introduction
 Positive and negative impacts of the global events have on the macro environment
 Macro environmental factors and their influence on global events industry
 Recommendations for improvements
 SWOT analysis to access the criteria for successful planning
 Conclusion
 References

Introduction
Global events is defined a that practices as well as activities which are organised at world
wide level. Into these events, many forms of countries are participated in order to perform
various types of activities. Also, events are considered as mechanisms that enable
communication between elements of documents and some events is related to user's action
as well as system.

Positive and negative impacts of the
global events have on the macro
environment
Macro environment is defined as the circumstances which exist into economy as whole
instead of specific region. This involves some factors such as political, economical, social,
technological, legal and others. Now a days, Global event are conducted that get effected
negatively as well as positively through the macro environment and also influences their
decision making.

Cont.…
All these are presented by using PESTLE models which are discussed below:
Political factors
■ Positive impacts: Olympic is the vital event where several countries are participated and
it is only possible due to some circumstances as well as relation can also get improved.
This will straight impact in optimistic manner upon foreign exchange of both nation.
■ Negative impact: In case global events like common wealth game has supported the
particular countries political party then it can be possible that it will create issues like
discrimination and so on.

Cont.…
Economic factors
■ Positive impact: The World Cup Champion and so on which is considered international
events mainly generates huge income which may have impacts upon economical
circumstances in direct manner at world wide level.
■ Negative impact: Also, the World cup as well as another events needs more investment
as well as these events do not conducted efficaciously then it can be possible which
whole investment will not facilitates efficacious returns to investors.

Cont.…
Social factors
■ Positive impact: Sundance Film Festival(USA) and Carnivale Di Venezia(Italy) are two
global events which focused on society as well as affects in optimistic way over
conceptualization in respect to culture well being.
■ Negative impact: The Japan events such as Wakakusa Yamayaki supports the Japanese
culture so it effects individuals mind set in pessimistic way.

Cont.…
Technological factors
■ Positive impact: As there are several global or mega events such as Tommorrowland
and others supports artificial intelligence as well as other technical factors which aids
person to get interacted with advanced technology which represents recent environment
of business.
■ Negative impact: The new technology within event industry like Carnivale Di Venezia
will enhance the chances of individuals to get effected through different sort of
radiations as this may have impact upon their health.

Cont.…
Legal factors
■ Positive impact: Security is very much needed for rending person who came to
participate Brazilian Carnival as this provide feeling of being secured continuously.
This will be the major changes in relation to international standards.
■ Negative impact: Basically, when events like Olympics organises within country then
sometime government get distracted from the public needs and day to day living
standards.

Cont.…
Environmental factors
■ Positive impact: The events which supports surroundings with logo that is “Go
Green”will assists person to get knowledge regarding how pollution is harmful in
upcoming times.
■ Negative impact: The pollution formed by particular events into capital like China,
Beijing will straightly affects surroundings in pessimistic manner.

Macro environmental factors and their
influence on global events industry
The macro factors such as political, social, economical and other have influence upon
international event sector that are described below:
■ Impact of digital as well as social technology
■ International shift in social and economic power

Recommendations for improvements
This is recommended to London's Excel Exhibition Centre is that:
■ Efficacious communication channel development: An efficacious communication
channel will be developed within organisation in order to find threats at single time for
minimising their affects on profitability of enterprises.
■ Risk management: Hosting an Olympic games into country like China can
efficaciously enhances risk related to social, political and legal surroundings. These
needs are to be analyses efficaciously.

SWOT analysis to access the criteria
for successful planning
SWOT analysis- It can be defined as a kinds of tool which is used by business entities in
order to find out strength, weaknesses, opportunities and threats. On the basis of analysing
each aspect, companies become able to find out those areas that are needed to be improved
as well as focusing on those areas that are stronger to them.

Cont.…
Herein, below SWOT analysis of a particular event that is organised by above business
entity is demonstrated in such manner:
Strength- This can be defined as a kinds of positive element of business that become cause
of higher profit. In the context of a global event, possible strengths are as follows:
■ The key strength of event of above company is that they have vital range of tools for
promotion which helps in attracting more number of customers.

Cont.…
Weakness- This can be defined as a kinds of negative element of business that become
cause of huge loss. In the context of a global event, possible weaknesses are as follows:
■ Lack of enough financing for an event is one of the biggest weakness. This is so
because in the absence of proper funding vital range of activities of an event can not be
performed in an effective manner.

Cont.…
Opportunities – The term opportunity can be defined as those positive aspects that can
generate higher amount of revenue for any particular company. In this context, it is
essential to grab the opportunity on right time. Herein, below in the aspect of an event
possible opportunities are as follows:
■ The favourable economical condition is a biggest opportunity for any types of event of
above chosen company. It is so because if various kinds of rates such as interest rate,
inflation rate etc. are under control then this can be beneficial for companies to organise
any types of event in a cost effective manner.

Cont.…
Threats- The term threat can be defined as those negative external aspects that can lead to
higher amount of loss for any particular company. In an event possible threats are as
follows:
■ Unprepared infrastructure is a big threat for an event. It is so because if chosen place of
event is under construction then event can not be organised in a successful manner.

Conclusion
From the above mentioned report it have been concluded that global events which is a
activities are arranged at world wide level. Also, music events, local events and so on are
some events that are diversify as per their size, kinds etc. Moreover, there are many factors
like emergence and growth, international expansion, technology and others all these
influences the events locally and internationally.

References
■ Taks, M., 2013. Social sustainability of non-mega sport events in a global
world1. European Journal for Sport and Society. 10(2). pp.121-141.
■ Wessel, J.R. and Aron, A.R., 2013. Unexpected events induce motor slowing via a brain
mechanism for action-stopping with global suppressive effects. Journal of
Neuroscience. 33(47). pp.18481-18491.
■ Yeoman, I., Robertson, M., McMahon-Beattie, U., Backer, E. and Smith, K.A. eds.,
2014. The future of events & festivals. Routledge.