Analysis of Global Events: Macro-Environment, SWOT, and Impacts

This report provides a comprehensive analysis of global events, focusing on the positive and negative impacts of the macro-environment. It delves into the influence of political, economic, social, and technological factors on the event industry, offering insights into how these elements shape the success of events. The report includes a SWOT analysis, specifically examining the London 2012 Olympics and its regeneration legacy, to evaluate strengths, weaknesses, opportunities, and threats. Furthermore, the report emphasizes the importance of strategic planning and goal setting in the event industry. The report concludes by highlighting the utility of SWOT analysis in identifying internal and external forces, aiding in the development of effective business strategies to achieve organizational objectives. The report also references various tools and strategies that can be used to improve event planning.

Global events

Table of content
• Introduction
• Critically analysis the positive and negative impacts in context of
macro-environment of global events
• SWOT analysis for a particular events to analyse and evaluate the
criteria necessary for the successful planning of events
• Conclusion
• References

Event means collection or gathering of people in large number. For
this event organizer develops and conduct event on large scale such as
conferences, festivals, sound of music, concerts and many more. Event
industry is very diversified on the basis of size, form and content. Many
organization conducts events in order to advertise or grab large amount of
people for generating revenue from them. In which global events are
conducted on international level for understanding the culture and
behavior of interested people those who attend events. Corporate under
this industry is varies from size type and resources. This presentation
comprises of TASK B in which positive & negative aspects of macro
environment & SWOT Analysis has been discussed.
INTRODUCTION

positive and negative impacts in context of macro-environment of global
events
Macro-environment refers it is includes those factors which is affects
industry performance and analysis competition in the market. It
includes all those external factors which affects industry on that basis
plan a strategies to grape opportunities and take preventions for
threats. These factors in not controllable and affects the decision
making procedures of the industry(Antyufeev, 2018). Industry
determines these factors and evaluate the impact in order to gain
competitive advantage so mention below:

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Political factor-: Political factor is an important factor of the macro-
environment. It directly affects the global event industry in order to
examine government rules, regulation, taxes and policy. For
example, suppose choose different geography to set business model
but that country have different trade agreements and taxation policy
so it is affects the viability of that business model.
• Positive impact-: It is include that favourable conditions so it is
positive impact on global event industry and that situation helps to
enhancing profitability.
• Negative impact-: It is include that condition are not favourable so it
is negative impact on event industry and also affect its business.

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Economic factor-: It is related to inflation, recession, unemployment
and taxes all these affects industry. It must be analysis of these
factors accordingly plan and implemented a strategies. The
economic condition of UK is good and sound so industry easily gain
the wealth and these component also affect decision in order to
invest in that business model or not (Bacallao-Pino, 2016).
• Positive impact-: It is related to those condition in UK is good so it
impacts positive on industry and it s take right decision to invest on
particular industry.
• Negative impact-: It involves condition in UK is not good so it
shows a negative impact on event industry's.

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• Social factor-: Social factor refers to those which includes
demographic location, ethnic background, social status,lifestyle and
trends. It includes buying factor of customer also affects the
industry. It is help to determine the needs and wants of customer
accordingly provides goods
• and services. For example, In today's era they can't convince
customer for unhealthy food so it affects purchasing decision. In
similar way it affects industry decision in order to changes which is
related to customer context (Broudehoux, 2017).
• Positive impact-: In these, changing trends according to the need of
customer so it is positive for the global event industry and develop

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Technological factor-: These factor greater impact on industry and
also affect the decision regarding a uses of technology in different
product and services. Technology used to develop products and
deliver to consumers. In UK used a advanced technology so
industry's gain competitive advantage, increase revenue and
profitability. For example, Company uses a advanced technology in
mobile software but those business model is situated in another
country and that country is banned a specific technology so it affects
a decision process of particular organisation (Costache, 2017).
• Positive impact-: Industry adopts advance technology so it is
positive impact for that.

SWOT analysis
• SWOT analysis is a scientific discipline for strength, weakness
opportunity and threat. In which strength and weakness is internal
factor where as opportunity and threat is external factor. It is
important to promote strategic thinking, aids in decision making and
to understand the negative and positive of business. In context of
London 2012 and regeneration legacy a SWOT analysis is carried
out:

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Strength Weakness
 Revival and strategy planing is considered in precocious of games.
 Consider wide range of stakeholder.
 Support of cross political party and commitment for revival.
 No planed evaluation of regeneration
 legacy use some venue post- games in uncertain.
 Limited atomistic intellection of regeneration
Opportunity Threat
 Olympics supply a focus for representing together regeneration initiatives and
aligning local policies.
 Creates a holistic way to plan and regenerate
 Develop a blueprint for upcoming period related with sport regeneration
schemes in UK
 Economics crises as well as global recession.
 Potential engagement in between local, national and regional policies.
 Restoration and replacement of existing communities.

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• Any types of event need a proper strategy and plan in order to
achieve goal of company and hosting an event is very difficult task
for achieving objective with event is even more tedious. Here are
some elements that helps in reaching organisational goal and these
are obstinate below:
• Purpose of objective- Behind hosting or conducting any event, it
posses goal or objective. Which yields measurement of success & to
understand the aim of event leads good planning and proper
allocation of resources. In order to achieve growth and success, a
event organiser need to set a goal.

CONCLUSION
SWOT analysis helps events industry in order to identify external and
internal forces for reaching the goal of company. Additional, several
strategies and tools are also used or discussed in this assignment as it helps
in devising and creating effective business strategy which aids company to
accomplish organisational objective within a stipulated time.