Analysis of Macro Environment Impacts on Global Events and Planning

This report provides a comprehensive analysis of the global events industry, focusing on the impact of the macro environment. It begins with an introduction to the PESTLE model, used to evaluate political, economic, social, technological, legal, and environmental factors. The report then determines the positive and negative impacts of these factors on the event industry, exploring how they influence decision-making and organizational behavior, supported by specific examples. A SWOT analysis is included, outlining the strengths, weaknesses, opportunities, and threats within the industry. The report also discusses effective planning approaches, such as sponsorships and publicity, to ensure successful event management. The conclusion summarizes the key findings and emphasizes the significant role global events play in economic development. References to relevant research are provided at the end of the report.

GLOBAL EVENTS

TABLE OF CONTENTS
• Introduction
• Determine the positive and negative impacts the macro environment has on the global events industry
and their influence on decision-making and organisational behaviour, supported by specific examples
• SWOT analysis
• Approaches of the effective planning
• Conclusion
• References

INTRODUCTION
To analyse the macro environment its necessary to evaluate and determine the PESTLE
model. With the help of PESTLE model , its easily to analyse the external factors of the macro
environment. In PESTLE analyse identify and analysis the political , economical, social,
technological, legal and environmental factors. PESTLE is a tools a through which it help to
identify the positive an negative impact on external market environment of the business. It is
essential for each and every organization to conduct PESTLE analysis. This report will
discussed about various factors of PESTLE which give impact on event industry.

Determine the positive and negative impacts the macro environment has on the global events
industry and their influence on decision-making and organisational behaviour
• Political factors – Political factors follow some set of rules and regulations which is
mandatory to follow every organization. Sometimes political factor give negative impact
on event industry like impact on transportation. For example, transportation is one of the
most support system of the events. Globalization and liberalisation is enhancing the
competition for the organization
• Economical factors -This factor giving impact on event industry so that the current crisis
has slow down development of events. Because of present crises most of the company are
cut down the investment on events so that it affecting the whole event industry adversely.

CONTINUED..
• Social Factors – The main purpose of this factor to generate brand awareness and also enhance
relationship so that companies purpose can be accomplished. Social factor give positive on event
industry and help in decision making. These factors also helping to improve the life style of the
customers. Customers want to know each and everything about the introducing products which
create requirement of event industry. Companies offering proper tools and resources so that
consumer buying power improve.
• Technological Factors - These factors give positive impact on the event industry because it use
different and advance technologies and digital tools in order to make event successful and get the
customers satisfaction.

CONTINUED..
• Legal Factors – In this factors, legal aspects consider of external macro environment. It include the rules and
regulation of the government and also consider the legal documents and procedure which need to follow all
the event industry. It affect event industry positively and negatively both types. It provide some guidelines to
protect the from the cash and payment issues.
• Environmental Factors – These factors give positive impact on the event industry and also create threat for
this industry. Global warming and other factors affects the choices of the people and event manager select
venue according to this. According to the environmental conditional event manager need to take the decision.

SWOT ANALYSIS
• Strengths: An event has various strengths such as attratcting and taking order of new
clients by gaining publicity with the present successful event, improve employees
productivity and many more. Free media coverage and shortage of competition is another
strengthening aspects of the event industry by emphasis on donations, sponsorships and
revenue for succession.
• Weaknesses: A major leakage of event industry include huge expenses which are of
revenue nature and adds very less value for example, audiovisual fees, foods and
beverages which affects the events industry

CONTINUED..
• Opportunities: The factors related to new possibilities are significant in creating
commercial events in an appropriate manner in accordance to the market trend and the
needs or aspirations of the users of the service industry and company's customers.
London ExCeL exhibition centre sustained in the dynamic and evolving environment and
work conditions due to its large successive image and its active participation in market
with the trends.
• Threats: Developing an event and successfully executing it is a crucial process affected
by several factors and the market threats are one of them. All the elements affecting the
business in negative manner and most commonly the events of London ExCeL exhibition
centre are threat to the firm and can hinder the chances of their profitability and
sustainability.

APPROACHES OF EFFECTIVE PLANNING:
• Sponsorships: The first approach is of sponsorships, while event managers or the committees develops a clear
understanding of funding and budget they need to source those funds and it can be done through sponsorships for an
event. The organising committee have the responsibility to to have a clear idea of what they like to pitch in front of
their potential sponsors for securing the sponsorships. Making a plans and effective planning process for the event
helps the management of the organisation in targeting their sponsors and highlight the benefits of the event.
• Publicity: The second successive planning process or approach is of publicity in which size of the event is essential
to be made known for the promotion and publicity of the event. Mostly, this aspect of event organisation is left or
neglect by various event organisers and organisation and in the end it results in poor representation of event and
might be unsatisfied sponsors. Publicity is an important aspect to be considered as various forms of media such as
radio, television, newspaper etc. and different are available to approach the phenomena.

CONCLUSION
The above discussion explained PESTEL analysis, SWOT analysis. In addition to this
approaches of the effective planning also mentioned above. As per the outcome of this
report, it is concluded that, global events are playing a significant role in order to develop
the economical situation. There are various types of events organized by the event industry.

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cardiovascular events in a global study of high-risk patients with stable coronary heart
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