Comprehensive Analysis of the Global Events Industry: SWOT & PESTLE

This report provides an analysis of the global events industry, focusing on the application of PESTLE and SWOT frameworks to understand the market dynamics and strategic considerations. The introduction defines global events and highlights various types, such as conferences, corporate events, and sports. The PESTLE analysis examines political, economic, social, technological, environmental, and legal factors influencing the industry, providing insights into how these factors impact organizations like London’s ExCeL Exhibition Centre. The SWOT analysis evaluates the strengths, weaknesses, opportunities, and threats faced by the industry, with examples such as the success of the 2012 Olympics for the ExCeL Centre and the impact of competition and external factors. The conclusion summarizes the industry's growth potential and the importance of strategic analysis for achieving sustainable profitability. The report includes references to academic sources.

Global Events

Cover Content
• Introduction
• Macro environment of global event industry
• SWOT analysis
• Conclusion
• References

Introduction
Global events means when a particular organization or people conduct particular art at a
determined time and place in an international level in order to entertain and engage public
in an effective and efficient manner. There are different sort of events such as conference &
exhibition, corporate events & seminars, promotion or fundraising, music & art
performance, sports, festival, trade shows and many more. The foremost aim of organizing
all these events is to enhance business profitability, improve brand image, enrich sales
performance, creates positive impact over community or society in an improved style

PESTLE Analysis
Political factor: The political environment of the nation should be stable so that London’s
ExCeL Exhibition Centre can grow their business easily. Foreign trade restrictions,
bureaucracy etc. examples of political factor.

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Economical factor: Examples of this is wages, interest etc. which affect the organization
behavior in positive manner as policies are framed accordingly. London’s ExCeL
Exhibition Centre decision making process is affected because they need to modify their
long term goals according to the dynamic environment.
Social factor: Customs, society beliefs etc. are stated under social factors which decision-
making process and behavior at a large extent. London’s ExCeL Exhibition Centre follow
social factor so that goodwill can be raised in the eyes of the customers.

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Technological factor: Modern tools and techniques helps London’s ExCeL Exhibition Centre to
meet the set objectives. It indirectly affect the decision making process and organisation behaviour
in positive way .
Environmental factor: Demographic and psycho-graphic change affect London’s ExCeL Exhibition
Centre as they need to come up with innovative idea to satisfy customers needs and demand.

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Legal factor: To retain capable staff members in firm London’s ExCeL Exhibition
Centre adopts legal laws effectively. By adopting this factor it raises goodwill in the
market. Example: X firm follows legal laws so as to assure human assets that they are
safe and secure in the working premises. By doing so employees can be motivates to
perform better to meet the desire objectives

SWOT Analysis
Strength
The foremost benefit which London Excel Exhibition Centre acquired is that it has
been a successful in organising various national or international events within its
premises. Among them, Olympic 2012 was the biggest success for them as it
improved its proficiency in a better way.

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Weakness
The major drawback which has been analysed within London Excel Exhibition Centre is
that there is a lack of media support, social loafing, internal disputes or
misunderstanding and many more which directly effect over company's goodwill.
However, in order to attain sustainable profitability, London Excel Exhibition Centre
can do systematic planning for upcoming events in order to gain competitive advantage
as well as improved sales performance in a better manner without any hindrances.

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Opportunity
The industry where London Excel Exhibition Centre survives is highly competitive
which effect firm's proficiency and decision making capability. However, company
can make use of Fifa World Cup 2022 as it lead them to enrich its volume of sales
as well as help them to cope up with all current or upcoming challenges in a better
manner. Furthermore, it help them to make use of available resources in order to
obtain profit maximisation in an trenchant and prompt way

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Threat
Due to an intense level of competition from macro or external environment such as
lack of government support, less availability of resources, and poor infrastructure
directly impact over London Excel Exhibition Centre's decision making ability in
order to attain sustainable profitably.

Conclusion
To recapitulate the above discussed report, it has been signified that global events industry is one
of the booming and fastest growing sector which provide enormous opportunities to different
organisation for enhancing proficiency in a amended way. Apart from this, implication of
SWOT and PESTLE enable firm to cope up with all upcoming challenges of marketplace in a
competing style for gaining sustainable profitability.