Evaluating Macro Environmental Factors for Global Event Success

This report comprehensively examines the influence of the macro environment on global events. It begins with an introduction to global events, emphasizing their international scope and the role of event professionals in organizing and monitoring them. The core of the report focuses on a PESTLE analysis, evaluating the positive and negative impacts of political, economic, social, technological, environmental, and legal factors. The analysis includes specific examples, such as how political stability and economic crises can affect event planning. Recommendations are provided, including leveraging technology and strengthening ties with communities. A SWOT analysis of the ExCeL Exhibition Centre is presented, identifying strengths, weaknesses, opportunities, and threats. The report concludes with a critical evaluation of the factors essential for successful event planning, along with references to support the findings.

Global Events

Cover Content
● Positive and negative impact of macro environment on global events
● Evaluation of Macro environmental factors
● Recommendations for improvement of event
● SWOT analysis for systematic planning
● Critical evaluation for successful planning

Introduction
• Global events are carried out at an international level due to which it is managed
and monitored by the event professionals.
• It basically focuses to develop the conferences as well as exhibition by working
with leading organizer so that all the valuable information of various events is
shared at the large scale.
• Along with that in order to organise global events different organiser form
strategic partnership with each other so that they can successfully lead the event.

Positive and negative impact of the macro
environment
• Pestle analysis include various factors
that is overview by an organisation to
identify the threat as well as opportunity
which can help to formulate the best
possible strategy for the proper business
functioning.

Political Factor
Political: It refer to the change in local authorities as well as policies that can affect the
functioning of overall global event industry either in positive or negative manner.
• Positive: Although the event industry need to function as per the political situation of
the country but to retain the interest of global viewers, government remain flexible.
• Negative: In case of conflict situation that can prevail either within the country or
among different countries can lead to disturbing situation that can affect the planning of
overall global event industry.

Economic Factor
Economic: This is again the most important factor for an international event industry to
determine as it include certain factors like economic growth, inflation rate, disposable
income income and so on.
• Positive: To cope up with the economic crises the event organiser concentrate on the
innovative method so that they can maximise the return on investment.
• Negative: According to UNWTO, since 2005 there is a slow growth in the exhibition
event industry due to which it generates low revenue.

Social Factor
Social: It refer to the behavioral pattern, attitude and preferences of the particular
geographical market that leads to successfully functioning of an event.
• Positive: There are various communication media such as billboard, online media that
can grab the attention of wide market for the global events like Fifa world cup.
• Negative: Due to globalization and existence of various competitor has adversely
affected the companies within event industry to build the global preference that has
somewhat decreased the ROI for overall sector.

Technological Factor
Technological: Technology affect the global event industry to analyze the unique methods
to carry forward their business and organize different events like special global events
society effectively.
• Positive: With the development of technology and adoption of latest innovative method
of live chats and events has increase the participation of visitor.
• Negative: This can be the threat of large companies within global event industry because
small company can too exploit the digital platform to seek interest of potential market.

Environmental Factor
Environmental: It basically cover the rising concern associated with the interest of natural
resources or environment.
• Positive: Engaging within CSR activities present the opportunity for an event industry to
look for the welfare of its surrounds and gain the attention and loyal of internal and
external stakeholders significantly.
• Negative: With the increase in awareness among people for climate change and carbon
emission has affected the pollution associated with transportation that indirectly affect
the event industry.

Legal factor
Legal factor: It involve the special laws or rights that need to be viewed and followed by
a global event industry in order to carry out smooth functioning by implementing
effective decisions.
• Positive: It involve the terms and condition associated with event and exhibit has help
to prevent the unfair trade among the different parties.
• Negative: Global event involve the engagement of various countries which are bind up
with various laws. This can lead to the rigidity in the functioning of event.

Evaluation of Macro environmental factors
Macro environmental factors such as political, social, economical,
legal, environmental and technological factors has both negative and
positive impact upon global event industry. Due to political stability of
UK, global event industry is benefited as it is not required to make
constant changes in its policies. Due to which organisation can take
effective decisions due to limited regulations and it will have positive
impact upon organisational behaviour.

Recommendation
Certain recommendations for the Fifa World Cup 2022 is described below:
• The company should leverage the technology effectively so that they can form the
network with partners as well as visitors to provide the better atmosphere for the
functioning of global event.
• event organizer should strengthen the ties with community as well as area where event
is going to be organized. Thus, overview of area and strategic alliance can subsequently
generate the support and systematic functioning of an event to minimize adverse impact.

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● In order to run an event in an effective manner, the enterprise can
analyse the social factors in an appropriate way. For this purpose, it
can identify the changing tastes and preferences of customers by
which it can conduct events as per the changing customer's tastes and
preferences.

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● For running an event in an appropriate
manner, the other thing which can be
taken into consideration by this enterprise
is to have a look at environmental factor
prevailing in market. It can take major
steps to reduce the carbon omission which
can be taken place in an event.

SWOT analysis
Strength: ExCeL Exhibition Centre company can successfully plan for the Fifa
World Cup 2022 due to the factors like experience team, abundant financial
resources, excellent public relation and wide market share.
Weakness: Apart from the renowned goodwill of company systematic planning can
be harmful for the company due to the direct impact of the factors like social
loafing, internal conflict among the partners, lack of media support and so on.

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Opportunities: As ExCeL Exhibition Centre has become one of the largest event
organiser that has huge capital to organise the event. This can enhanced the
interest of external stakeholder like government and investor to work with the
respective company and organise the event such as Fifa world cup suitably.
● Threats:Existence of external factor like increase competition, lack of support
from government, unavailability of resources and poor infrastructure act as a
threat that can mislead the company to achieve its objective.

Critical evaluation
ExCeL Exhibition Centre company can effectively analyse its internal
as well as external factors in order to determine the criteria that is
essential for planning an event in a successful manner. In context of
technological factor, this enterprise must ensure that it is using latest
innovative technology while launching its event. Moreover by
analysing social factor, it can make sure that its event must meet
customer's expectations and desires.

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• External factor: These are the outside influence
which are not in control of global event business
but can affect its ability in different ways.
• Meeting guidance: To organize the event at huge
scale ExCeL Exhibition Center company need to
maintain the strategic alliance with other external
parties. Thus, the company need to successfully
indulge into the meetings requirement.

Conclusion
Global event planning gains the immense attention of public as it is carried out at
large platform due to which it include the various resources that need to be optimum
used by company. This successfully help the business to create the suitable image
among the stakeholders.

References
Abiodun, B. J. and Abatan, A. A., 2013. Potential influences of global warming on
future climate and extreme events in Nigeria. Regional Environmental Change.
13(3). pp.477-491.
Della Porta, D. and Marchetti, et. al., 2015. Global justice movement: Cross-national
and transnational perspectives. Routledge.