Analyzing the Impact of Global Events on the Macro Environment

This presentation examines the intricate relationship between global events and the macro environment. It begins with an introduction to global events and their various types, followed by an analysis of how these events impact the macro environment, both positively and negatively, including effects on job opportunities, national income, and pollution. The presentation then delves into the impact of the macro environment on the global events industry, utilizing PESTLE analysis to assess political, economic, social, technological, and legal factors. A SWOT analysis is provided to evaluate the strengths, weaknesses, opportunities, and threats for an example organization, ExCeL London. The presentation concludes with recommendations for the event industry and a critical evaluation of successful event planning, considering both internal and external factors. This presentation, available on Desklib, offers a comprehensive understanding of the global event industry and its interaction with the broader environment.

Table of Content
 Introduction
 Impact of global events on the macro environment
 The impact of macro environment has on the global event industry
 Recommendation
 SWOT analysis for the organisation
 Critical evaluation for the successful planning of an events
 Conclusion
 References

Introduction
Global events are those which are conducted at international level by the companies
in order to understand the behaviour and the nature of the audience which excites and
emotionally engages them in the events industry. There is different type of events
such as corporate events & seminars, conference & exhibition, music & art
performance, sports, festival, promotion or fundraising, trade shows and many others.
The impact of the internal and external environment on the global event industry will
discuss in this PPT.

Impact of global events on macro
environment
Global event have directly and indirectly related with the macro environment as it is operating
their activities in the environment due to which it becomes more essential to conduct all the
event activities by considering the environmental factors. The global events has lead impact on
the various factors whether it is related to the natural factors or man-made environment. It lead
both positive and negative impact which can be understood by following points:
Positive: By organising events at the international level an organisation will be able to
increase the job opportunities as well as national income. For example, the if any of the
nation conduct global event such as Olympic, World cup then nation get the
opportunity to earn high revenue from the people who visit that event. But before
organising a event, they must identify the current or emerging government policies and
regulation and based on that implement best strategic decision in order to attain
improved level of growth and profitability.

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Negative: Global events has also lead the negative impact as it increase the pollution from
noise, emission, sewerage etc. . Also, it will increase the international transactions due
to which the national income of a country will move to another country which will
also affect economy badly. For example, whenever people visit any of the global event
then there is higher possibility that environment can get affected as people should be
provided various facilities related to infrastructure and for that nature might be harmed.
Therefore, organisation should adhere to all regulation related to environmental factor
which help them to attract more customer towards their event in a better manner.

The impacts the macro environment has on
the global events industry
This is essential for companies to evaluate the environment in which they operate their
operations and activities. It is so because in the absence of proper analysis of
environment, this can be difficult to survive. Such as in the aspect of chosen
company, Excel London they are involved in process of providing services regards to
arrangement of functions in their large banqueting halls. As well as offers parking
facility to their clients. Hence, it is important for them to analyse the macro
environment because this may impact to their decision making process. Below
PESTLE analysis is done in order to analyse the macro environment that is as
follows:

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PESTLE analysis- It can be defined as a kind of framework that is being used by for
assessing and monitoring factors of macro environment on performance of entities.
This consists six elements that are as follows:
Political- In this factor various kind of aspects are included such as political
stability or instability, different kind of laws and policies that can effect to companies'
performance. If in a country political condition is not stable, then other countries will
not be able to do business with that country. For example, if Excel London company,
comply to all political factors then it lead them to make better decisions. Moreover,
they can enlarge its market share or size in an impressive way.

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Economical factor – The economical
factor includes different types of
elements of economy such as interest
rate, exchange rate, demand-supply
ratio, inflation rate and many more.
For example, For example, if
company will determine an effective
price for entering in their events then
they will be able to attract more
customers towards their events.

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Social factor- It is essential for companies to prepare their plans and policies as per region, culture,
perception of people and many more. For example, if companies implement their activities as
per customers aspects, then they will be able to sustain in competitive environment. Along with
this, they will be take decisions regrading as per social factors which will lead them to higher
growth rate.
Technological factor- This is a kind of factor that is necessary to be applied in company’s
operations. In today's era technology is updating in full flow and organisations who are
implementing new techniques in their operations are able to sustain in competitive environment.
In the aspect of Excel London if they are adopting new and advanced technologies then it will
help them in getting their customers attention which will provide them in full value of money.
For instance, advanced parking system, online booking of conference hall etc. are improving the
quality of their services improves the efficiency of organising events.

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Legal factor- In this factor different kind of laws, acts, legislations etc. are included
which are compulsory for companies to apply. The all laws and legislations are
regulated and controlled by government for protecting rights of customers and
employees. For instance, if companies do not follow laws and regulations then it
may create trouble for them. Moreover, company can take their decisions regarding
to execution of plans and policies regards to their employees and customers

Recommendation
As per the above analysis it can be stated the macro environment has great impact on the
event industry in both positive and negative aspects. After evaluating the situations of
the environment through PESTEL it can be recommended to the organisation that
before investing their funds in event industry they should determine the political
stability of the nation, produce their products as per the environmental factors and
consider all the rules and regulations of the government in their processes so that the
success and growth of the business can be maintained.

SWOT analysis for the organisation
Strength
As ExCeL Exhibition Centre company was able to attain
higher success in their Olympic Venue in 2012 which
enables them to make a successful plan for the Fifa World
Cup 2022 because of various factors like experience team,
sufficient financial resources, healthy public relation and
wide market share. All these helps the business in
executing an effective plans or strategies.
Threat
All the external factors like lack of support from
government, insufficient resources and weak
infrastructure cosier as threat for the company which
hinder the chances of their sustainability and succession.
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.
These factors can be the weakness of company due to
which they need to analyse different factors can simply
ruin the sports event.
Opportunity
As ExCeL Exhibition Centre has effectively survived in
the dynamic environment due to which it has become one
of the largest event organiser which can be seen by their
succession in Olympic Venue in 2012 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. Such
external support acts as an opportunity for company
which they need to exploit potentially.

Critical evaluation for the successful
planning of an event
The business contains both internal and external factors that plays a huge role
which helps the business in achieving the goals. Some internal and
external factors which can affect the global event are described below: