Macro Environment Factors and Decision Making in Event Planning

This report delves into the influence of macro-environmental factors on global events, focusing on political, economic, social, technological, environmental, and legal aspects. It examines how these factors positively and negatively impact event planning and decision-making, using the Olympic Games as a case study. The report also includes a SWOT analysis to assess the strengths, weaknesses, opportunities, and threats associated with events. Recommendations are provided to improve event management, emphasizing the importance of understanding audience needs and utilizing effective communication strategies. The report concludes with references to relevant academic sources.

LO3 & LO4

P5 identify the positive and negative impact of macro environment on global event and
influence on decision making.
 Political factor: Government policies and procedures plays important role in order to find out
specific goal of event. It has to be taken before planning as well as hosting the events. For
instance, it has increase the pollical issues where many members understand about the events
ability to increase their profile in local areas, which gain more media coverage. In this way,
political factor impact on positive manner. Event can be hosted for many political reasons which
influence by politics. For Example : On the other hand, political factor effect on negative ways to
the Event due to corruption and organized crime so that it will change entire situation of event. In
this way, it has to be taken important decision regarding event development in future.

Cont.
 Economic Factor: this factor impacts on both positive and negative ways to the overall
events because Olympic event is great platform for economic development in country where
it has been organised. Positive ways to influence the economic condition because many
visitors spending lot of time in particular country in which increase demand of hotels,
restaurants. It added economic growth. On the other hand, economic factor affects on the
event industry to fluctuation in the rate of unemployment which directly affecting on the
hiring process. After analysing, it become easier for event industry to make important
decision regarding event development.

Cont.
 Social factor: Society is based on the community and grouping of people, who have a proper common
activities, tradition, interest and culture which represent the practices of society. In this way, it can be
determined that it directly impact on the event because of culture of society which are majorly concern about
event manager and another stakeholder in event industry. In this way, it is negatively effects to develop
conflict between event organizer and visitor during event activities where it can lead issues. For Example: it
is positively impact on the event where host guest interacts through Olympic and also audience share view
about the Olympic events. In this way, it easier for event industry to develop relationship with other members
and participants and make important decision regarding event development.

Cont.
 Technological factor: it is based on the modern technology that help for increasing the demand
in development. In Olympic event, it has used the social media platform to promote or share
information about all sports activities. This type of high technology making event successful.
Technology factor impact on event development in positive ways to share information through
distribution channels. On the other hand, it affects on the global event industry of Olympic
because of high competition level in marketplace.

Cont.
 Environmental factor: The environmental factor impacts on the hosting events like Olympic due
to many reasons that keep in mine when hosting a large event for selecting right venue according
to season otherwise it is negative impact on the host community especially pollution, high
temperature, parking and waste disposal. In order to provide the better facilities to visitor that
need to develop effective infrastructure. In this way, event industry easily makes important
decision regarding event development and also understand the behaviour of people.

Cont.
 Legal factor: It is important factor in term of global event development because it needed
to consider suitable legalisation which help to maintain the overall safety of audience. For
Example- In Olympic events, there are many people affects due to lack of safety policy
which has increased chances of politics and also injured the people through sport
instruments. On the other hand, it also possibilities of crime where many visitors do
criminal activities to harm other one.

P6 Conduct the SWOT analysis for the specific event to examine and also assess the
criteria which essential for successful planning events.
Strength
 It is beneficial for hosting communities than other competitors.
 It always used unique resources which has a lower cost of resources of host organization.
 It increasing opportunities for host country to showcase themselves to rest of world and offering
better services.
 The media coverage of Olympic event is higher than other any events in global world.

Cont.
Weakness
 The multiple incident happened which increase question mark on the credibility of
Olympic event.
 It has increased the terrorism and put question on safety regarding athletes and audience.
Threat
 It likely to increase the terrorist attacks in the future event development of Olympic

Cont.
Opportunities
 It has launched a new game in Olympic such as cricket to get high level of viewership.
 It has increased the higher ant-doping standards in which restore the confidence level of
Fans.

RECOMMENDATION
 It has been recommended that planning for event management require for identifying potential
needs and target the audience by using an effectives facilities and services. It including the
campaign tactics and other type of social channel that directly contributed for driving success of
event. On the other hand, it also developed collaborative approach which help for avoiding the
spending so much time understanding culture of local, needs and behavior of people. The
collaborative approach make an effective environment to handle task in proper manner.

REFERENCES
 Duignan, M.B., 2019. London’s local Olympic legacy: Small business displacement,‘clone
town’effect and the production of ‘urban blandscapes’. Journal of Place Management and
Development. 12(2). pp.142-163.
 Liang, L., 2019. Crafting Resonance in a Sports Media Event: The Olympic Games as a transnational
social drama. Journalism Studies. 20(3). pp.401-422.
 Penfold, T., 2019. National identity and sporting mega-events in Brazil. Sport in Society. 22(3).
pp.384-398.