Global Events: Evaluating Strategies & Impacts at Beauty London

This report provides an analysis of the global events industry, with a specific focus on Professional Beauty London. It examines the diversity within the industry, factors impacting its development, and evaluates key management strategies. The report further analyzes the significance, influences, and legacy of global events like Professional Beauty London, highlighting their impact on the environment, society, and economy. It discusses the contribution of events to the global economy, the growth and emergence of the events industry, and the motivations behind different types of events. The study also touches upon event history, socio-cultural developments, future trends, and global expansion opportunities in the event sector.

Global Events

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART-A...........................................................................................................................................3
Diversity of the global events industry.......................................................................................3
Factors that have an impact on the development of events industry...........................................5
Evaluate the factors that has an impact of event development...................................................7
Critically evaluate the key factors that have shaped and influenced the event industry.............7
An analysis that shows the significance, influences and legacy of different global events........7
Critically review the management strategies..............................................................................9
Critique the management strategies..........................................................................................10
Critique the impact of global events.........................................................................................11
PART-B.........................................................................................................................................11
Covered in PPT.........................................................................................................................11
CONCLUSION .............................................................................................................................11
REFERNCES:................................................................................................................................12
Books and Journals:..................................................................................................................12
Online:.......................................................................................................................................12

INTRODUCTION
Global event is meant by an event that is held for a minimum time period. These events
have a global reach. Every country organises global events for their citizen. The main agenda
behind global events is to gain the attention of people across the world. It increases tourism
activities as well. There are different types of global events held in the world such as different
musical and dance shows, Olympic games, royal weddings, dance shows and many more. The
report will be based upon the Professional Beauty London. It is a global event which is organised
in London, Europe every year. It is one of the leading events held for the salon and spa
professionals (Akhtar, 2019). It is the best event especially who are looking to start their career
in beauty sector. It can be joined by anyone such as beauty professionals, colleges, established
salon owners and many more. This would be great opportunity for learning, networking,
inspiration and trend spotting with the favourite brands and newbies showing their creativity and
industry professionals sharing their idea on the hottest topics of industry. The following report
analyses the diversity of the global events industry and the factors that affect the growth of
global events on both domestic and global events. Later, it also outlines an analysis that
demonstrates the importance, influences and legacy of different global events. At the end of the
report, it critically analyse the management strategies to assist responsible development of event.
PART-A
Diversity of the global events industry.
Diversity is applicable to the events and meetings for a number of causes and should be
shown when making effective strategies for the events. Hence, diversity lets the event organisers
to have an enhanced perspective of the range of requirements of diverse audience who will be
coming in the event.
Contribution of events towards economy: In United Kingdom, the event sectors makes
their contribution in the total development of economy because there are lots of people attend
different sports events, festivals, business events and cultural events in a single year. It has
approximately £39.1 billion audience (Boers and et.al., 2019). The overall outgo of the
participants has grown up as compared to the 2011. It is observed that global event sector
especially in UK is represented among the top employers which is pretty much high than those of

telecom sectors of the country. It is also seen that British-Muslims majorly contribute to
country's GDP.
Every contribution to the whole development and growth of the economy of a nation by
enhancing recognition and tourism throughout the world. For instance, in 2021, the Professional
Beauty London took place for the first time in London and audience could take the benefits of all
the education and launches under single roof (Professional Beauty London 2021 reunited the
industry at ExCeL, 2021). It has mainly hosted approximately 100 exhibitions throughout the
world, which covering skincare, spa, nails, make-up, lashes and many more.
Different types of events with example: It is commonly found that a country makes a
huge investment to organise a global event. There are many kinds of events that can be divided
into different forms of categories based upon the size, venue, budget and many more. The
following is the description of range of events:
By size-
 Mega events: These events are the largest events that mainly focuses on the global
market. For examples, World Cup, Olympics and many more. It has large media
coverage and delivers a positive effect on the nation's economy. This is all because a
large number of audience attends the event.
 Major events: It mainly focuses on the local people of a region but in large volume to
enhance tourism activities and generate revenue of the country. For examples, Dragon
Boat races, Lantern Festivals, Chinese New Year and many more.
 Regional events: These events are organised with an aim to increase tourism within a
certain region. The most common examples of such events are music festivals that held
one time in 10 months. Tomato Festival, Dubai Shopping Festival and many more.
Audience are targeted from a certain geographical region.
By content-
 Business conferences: These are the events which generally organises for the business
purpose only in order to discuss some certain topic. These events are planned for the
people who do their jobs in the same company (Cohn and Hira, 2020). National
conference on employees satisfaction is one of the common examples.
An explanation on structure and how events are organised:

Organising an event is a complex task which covers different stages to be held such as
idea generation, planning, developing an aim, searching the right place, sponsorship, marketing
partners and media and many more. For instance, the team of event management of Professional
Beauty London ensures that all the tasks are carried out effectively and in an structured form.
Roles of events in the society:
 Tourism has been influenced by the event activities across the world as it helps in
generating revenue. It also helps in indulge knowledge and learning about the
background of places where the events are organised.
 Events plays the role to bring diverse cultures of the world all together and support
audience to make an interaction with each other and build their network.
Factors that have an impact on the development of events industry.
Undoubtedly, the event industry is one of the impactful sectors throughout the world. It
vitally contributes in the economic development of a nation. The following are some factors that
have an influence on the development of an event industry:
The value and contribution of events to the global economy: Events makes a
contribution to the development of economy at global level in such a manner that are held by
many nations with an aim to attract audience to attend them. This will not only support in
increasing revenue from the event but also delivers a positive effect on the tourism. In UK, the
event industry clearly makes a major contribution of Euro 39.1 billion to the nation's economy in
2013 (Fan and et.al., 2020). Hence, it can be concluded that global events plays a major role
towards the development of global economy.
The growth and emergence of the events industry: In UK, the event sector is worth
Euro 42.3 with a high volume of people who attends the events and make a significant
investment over Euro 65, 943 every year. UK is named as the heart of global events as it
organises several events such as conferences of business and many more. In UK, a range of
events held in UK around 1.3 million with high volume audience across the globe. It has been
researched that event sector increases every year which helps in the development of economy.
Demand and motivations for different types of events: There are range of events
which are organised by nations such as business events, conferences, social events or even trade
shows with a purpose to gain desired outcomes. Some of them are discussed underneath:

 Business events: Organising events for organisations is very vital for organisations
within a country because it helps in boosting employees' motivation and helps to attract
workers from other offices from a range of places. It helps organisations to grow and
develop.
 Social events: The main purpose of these events is to gain the audience attention and
serves them for a communal aim. It helps in increasing diverse cultures and allows the
knowledge which are not exist in other culture (Katz, 2021). It helps in building
network from the people who live in other section of the world and enhance their
learning on a definite subject.
All such above factors plays an important role to bring diversity in the country and helps
country to grow and develop. Thus, Professional Beauty London should ascertain such factors
while planning to organise an event in some other nation.
 Event history and socio-cultural developments: Be it marketing events, socio-cultural
events and many more, the key agenda only is to make a connection among people across
the world. The manner through which global events are held is very unique from how
they are organised in past decades. In earlier times, events are held for increasing peace
only. For example, Cleopatra is highly recognised as the place to meet lovers which
desires the labour and servants to achieve the desired outcome. Industrial revolution
emphasized on the events being held with an aim to gain expansion and development.
 Influences on events and future trends in the event sector: Different new trends have
also affect the entire development of the event sector as they have mould the way.
Additionally, the future trends such as customization and many more are like to effect the
global event sector as a whole.
 Global expansion and opportunities for events: It is seen that there are lots of
opportunities in the event industry because a good number of events are organised global
level. It is improving regularly. Varieties of events are organised with an aim to assist
several causes (Kobierecki and Strożek, 2021). But, with an aim to be successful, the
organisers of events should plan events by considering the market structure in the
particular country.

Evaluate the factors that has an impact of event development.
It has been evaluated that there are lots of factors that influences event sector
development, structure and business. It is seen that every year there different events organised in
the London which significantly affect the growth of event industry. One of them is Professional
Beauty London whose main aim is to grow individuals in beauty sector. These events plays a
vital role in order to connect people around the world who has different cultures and values.
Critically evaluate the key factors that have shaped and influenced the event industry.
It is critically evaluated that global events are a source to make people feel connected
with each other. These global events are the platforms that makes an interaction among people
who have diverse culture, norms, beliefs and more. It helps people to generate network and learn
different forms of learning. These events are organised on different levels that helps in the
development of the country. It also enhances tourism in the world which also helps in the
revenue generation.
An analysis that shows the significance, influences and legacy of different global events.
Events organised by different event companies have a significant impact on the
environment in which they are operate. It is because an event requires various resources to be
held in a successful way. Professional Beauty London is a global trade show for the ones who
likes to grow their career in beauty industry (Luo and et.al., 2021). It showcases a lots of hair
dressers, top professionals and many more through which one can take numerous beauty tips and
advice for the beauty. The following is mentioned the impact of global events on environment:
 Physical and environmental: It is found that global event possesses a very vital role in
order to limit the negative and harmful impacts on the society and environment as they
create a range of ways in which the environment can be enhanced. On the other side, it
offers negative impact because they causes different issues such as noise pollution and
develop a lots of wastage which is harmful for the environment.
 Social and cultural: The chosen events delivers a positive impact on the society and
people who live in it as it creates a chance to meet different and diverse people across
world. It helps in building network and also promotes diverse culture in such events.
When people interacted they get to learn diverse culture, religion, languages and many
many more. The negative impact that the global event delivers is that it creates a chance
of conflicts among people due to diverse languages that they used to communicate.

 Political: The global trade shows also an impact on the political stability of a country and
the government interference is also high in the these events.
 Tourism and economic impact: The global trade shows increases the tourism activities
as different people around the world join the event to explore (Makarychev and Yatsyk,
2020). This majorly contributes in the development of tourism sector of a country where
the event is held. On the other side, the economic factor also gets negatively influenced
due to the loss of reputation and many more.
Other events- Pure London
In UK, Pure London is one of the leading trade shows of fashion. It is held twice in a year
in Olympia London. It held with the buying patterns and seasonal trends. This event organises
especially for women in order to offer ready to wear apparels, young fashion, accessories and
footwear. This fashion trade shows covers clothing exhibition, fashion talks, catwalk
performances and retail advices (Top 100 UK Events, 2022). Factors that can influence the
development of global events are discussed underneath:
 Physical and environment: The fashion trade show is held in London can influence the
physical environment on a positive note as it creates no harmful impact on the
environment but the clothing wastage that could raised in the trade shows can negatively
impact the environment.
 Social and cultural: The chosen fashion trade event delivers a positive impact on the
people and society as it helps in the boosting knowledge and learning about the latest
fashion trends and apparels that makes a person to go with the latest trend. Somehow, it
could also offer negative impact as latest trends are quite expensive which cannot be
purchase by everyone. Moreover, it also causes differences between the who go with the
latest trend and the one who do not have the knowledge and remains outdated.
 Political: The positive impact of such fashion show is that it can help in the political
development of a nation by organised many more such kind of events (Mao and Qiu,
2020). While, if the government legislations has changed for such events then it can offer
negative influence.
 Tourism and economic development: The tourism can deliver a positive impact as
people around the world would get the opportunities to attend fashion trade shows
through which they can acquire the knowledge of latest fashion trends. While, it has

negative influence is that the host country will have to spend a high amount of money t
indulge a better experience to the audience.
Contributions of events to the economy:
It is found that events makes a contribution to a range of levels of economy which is
discussed underneath:
 National level: It is seen that Professional Beauty London makes a vital impact on the
entire development of economy of a nation (Paxton, Hughes and Barnes, 2020). It is
because audience come from different countries around the world to attend the trade
shows which increases the contribution in the nation' currency.
 Regional level: The global event helps in the development of region as it increases tax
collection.
 Local level: Various trade shows and events are organised at local level as well which
creates employment opportunities for the local citizen and the resources are optimal
utilised in such shows.
Legacy of events:
In the context of events, legacy can be defined as the results or outcomes. It can be
permanent and long term. These outcomes can cover tourism, social, physical and environmental
variables. Global events acts a medium to indulge knowledge and learning among people. If the
trade shows or events are successful in their way then it create a significant impact on total
development of an economy. Hence, it can said that events carries an importance for the host
nation and indulges several business opportunities.
Critically review the management strategies.
Global events are held in several countries and offers an opportunity for the audience to
interact and build a network with diverse people throughout the world. With an aim to help a
responsible event development, there are different management strategies available to organise a
successful event. These are discussed with the help of two concepts:
Corporate Environmental model: This model is used by a company to restrain itself
from causing any harm to the environment. It makes a company capable enough to improvise
strategies and responding to the requirements and demands of the market consumers. This model
supports the company to analyse the effect on the environment. It is linked with various
processes such as HRM, marketing, finance and many more.

 Internal factors: These concepts covers the HRM as it deals with hiring and choosing
the right people, indulging training and developing sessions so that overall goals can be
attained (Shafiq and et.al., 2021). For the Professional Beauty London must ensures that
all the internal factors are utilised in proper and efficient way.
 External factors: There are different variables that help in the development of event
such as suppliers, customers or shareholders. In addition to chosen global event, the event
organisers make sure that needs of audience are satisfied while attending the shows. It
requires deep research that assist the management in assembling the data of the audience
in order carry out the event successfully.
Balance Scorecard: It is used as a tool to measure the performance to know and enhance
the activities of organisation and their results as well. In addition to Professional Beauty London,
the gathered data is very useful to make and gain an effective quantitative results. So, managers
can better be able to make choices regarding goals attainment.
The event organisers of Professional Beauty London can utilise the Balance Scorecard to
measure the performance and success of the event. It will help in making plans and tactics for the
future shows so that more number of people can attend the show. For this, effective
communication is more important with the members involved in the event.
Critique the management strategies.
It is critically analysed that there are various management strategies that can support a
responsible event development in the country. Some of them are discussed above i.e. corporate
environmental model and balance scorecard (Silva and et.al., 2021). Both of them acts as a
strategy that helps to make a global event successful. Corporate environmental model helps to
limit harmful impacts that is caused by Professional Beauty London such as wastage of resources
in the shows. While, balance scorecard helps to measure the success of events that held in the
country and more beneficial for the future tactics to make event more successful and efficient.
Critique the impact of global events.
It is critically reviewed that events are held in different levels such as national, regional
or local levels (Stanley and et.al., 2020). The main purpose of all such events is to increase the
knowledge and learning over something such as indulging knowledge about beauty and fashion.
During an event, people are interacting with others which helps in making network around the

globe. Management strategies will help in making the events more successful even for the future
shows and events.
PART-B
Covered in PPT
CONCLUSION
On the basis of above report, it is concluded that global events plays a very important role
in the economic development of any country. These events are held in a range of forms which
connects people around the world. It is the most helpful source to build networks through
interactions. These events are organised with an aim to improve knowledge and learning on a
certain topic.

REFERNCES:
Books and Journals:
Akhtar, R. ed., 2019. Extreme weather events and human health: International case studies.
Springer Nature.
Boers, N. and et.al., 2019. Complex networks reveal global pattern of extreme-rainfall
teleconnections. Nature, 566(7744), pp.373-377.
Cohn, T.H. and Hira, A., 2020. Global political economy: Theory and practice. Routledge.
Fan, S. and et.al., 2020. Debris flow events of 4000 a BP and its resulting archaeological site
destruction in Qian River gorge, the upper reach of Wei River, central
China. Geological Journal, 55(11), pp.7371-7384.
Katz, Y., 2021. When media events fail: the transformation of the Israeli peace discourse at the
funeral of Shimon Peres. Critical Studies in Media Communication, pp.1-15.
Kobierecki, M.M. and Strożek, P., 2021. Sports mega-events and shaping the international image
of states: How hosting the Olympic Games and FIFA World Cups affects interest in
host nations. International Politics, 58(1), pp.49-70.
Luo, J. and et.al., 2021. Pulsed oxygenation events drove progressive oxygenation of the early
Mesoproterozoic ocean. Earth and Planetary Science Letters, 559, p.116754.
Makarychev, A. and Yatsyk, A., 2020. Represent and perform: mega events and Russia’s
imageries. International Journal of Sport Policy and Politics, 12(1), pp.111-126.
Mao, Z. and Qiu, J.L., 2020. Staging environmental risk: a methodological cosmopolitanism
approach to Chinese media events. Global Networks, 20(3), pp.584-599.
Paxton, P.M., Hughes, M.M. and Barnes, T., 2020. Women, politics, and power: A global
perspective. Rowman & Littlefield Publishers.
Shafiq, A. and et.al., 2021. Neurological Immune Related Adverse Events Post‐COVID‐19
Vaccination: A Systematic Review. The Journal of Clinical Pharmacology.
Silva, T.Q. and et.al., 2021. Global Circumferential Strain and Cardiovascular Events in Patients
with Myocarditis Related to Immune Checkpoint Inhibitors. Circulation, 144(Suppl_1),
pp.A9923-A9923.
Stanley, T. and et.al., 2020, December. The enhanced global landslide nowcast and recent major
events. In AGU Fall Meeting Abstracts (Vol. 2020, pp. NH007-0001).
Online:
Professional Beauty London 2021 reunited the industry at ExCeL, 2021. [Online] Available
Through: <https://professionalbeauty.co.uk/site/newsdetails/professional-beauty-
london-2021-reunited-industry>
Top 100 UK Events, 2022. [Online] Available Through:
<https://10times.com/top100/unitedkingdom>