Analyzing Global Events: Macro Environment and SWOT Analysis Report

This report provides an in-depth analysis of the global events industry, focusing on the impact of the macro environment, including social, cultural, political, tourism, and economic factors. It uses the London Excel Exhibition Centre as a case study, examining how various global events influence these factors. The report includes a SWOT analysis of a specific mega-event, the FIFA World Cup, highlighting its strengths, weaknesses, opportunities, and threats. Furthermore, it outlines essential criteria for successful event planning, such as goal setting, team organization, and budget establishment. The report concludes by emphasizing the importance of events at both national and international levels, underscoring their contribution to growth and development within the industry.

Global Events

TABLE OF CONTENT
 Introduction
 Positive/ negative impacts macro
environment has on global events industry
 Swot Analysis of specific event
 criteria essential for the successful planning
of events

INTRODUCTION
Events are most crucial for both society and economy because they improve the
experience with public. Events are defined as scheduled or unscheduled thing,
place or something which is required to be occurred (Patil, 2017). Global events
are those which occur at international level with aim of reaching to customers at
wider scale. This report focuses on London Excel Exhibition Centre as they hosts
many international events. Main purpose of this report is to understand the impact
of global event in a environment. In this presentation, TASK B has been includes
in which P5 & P6 has been explained.

positive/ negative impacts macro environment
has on global events industry
Global events operate worldwide with large number of functions, operations,
activities. Events occur at every situation in our lives relying on cultural,
economic, etc. These situations increase importance of event at broader scale
(Gunawan, 2020).External environment are those which impacts or get affected
through external elements such as political, economical, social etc.

Impact of global events on external environment
There are several type of global events such as mage, major, Hallmark etc. which
directly affect external environment. Below are factors which get affected by
them-
Social & cultural- Local community can be considered as they affect social as
well as cultural both. For example- In UK, fish festival is being organized by
local community of Newhaven fishing industry. These factors
Positive impact
This has positive effect as this event enhance & build up the community pride
which is beneficial for establishing good relationship.

To be contin...
Negative impact
It is not compulsory that fish festival is celebrated by every other community so it
negatively affects goodwill of community in society (Chow, 2020).
Physical & environmental-
It is another external environment which is affected by global events such as major
events like Chinese New Year Celebration.
Positive effect
This Chinese New Year Celebration is celebrated as major event because it depicts
the environment of people with different cultures.
Negative effect
This event negatively affects the environment because firecrackers are used for
celebration which affects local surroundings & create noise pollution (Chow,
2020).

To be continue..
Political
This component of environment also get affected such as mega events which are
organised at global level affects many political situations.
Positive effect
FIFA World cup is being organised at large scale which leads to assist in
development of investment promotion of country (Patil, 2017).
Negative
This mega events cause negative impacts because in such there is miss-allocation
& misuse of funds which disrupts the political situation.

To be continue..
Tourism & economic
This external environment is being affected by global events also at deeper
level. This factors is essential because it is major reason for development of event
industry globally.
Positive
Mega events like , Fifa world cup have positively impacted upon tourism &
economic because they enhances the stay of tourist for longer period of time. Also,
events help in increasing revenue generation of tourism industry.
Negative
This global event negatively affects the tourism & economic factor in negative way
because they if events are not organised properly than tourism or economic occur
financial loss.

SWOT analysis for a specific event
SWOT Analysis is tool which is used by entity to examine or identify inner
capabilities where improvement is needed. It is a rime consuming tool because it
requires deep level of knowledge & expertise. So, a specific event has been
undertaken which is mega event – Fifa world cup.
Strength
 Main strength of this event is that it helps in generating profit as well as
revenue to both economy and country. (Marjani, 2019).
Weakness
 Due to involvement of large amount of funds, it is difficult to make sudden
change in event.

To be continue...
Opportunity
 These mega events has opportunity of enhancing and improving economic
stability at international aspects.
Threat
 Major threat of this event is that due to change in policies of government it is
difficult to make decisions.

criteria essential for the successful planning of
events
 Develop goal & objectives- It is first criteria which is used for planning
successful event as in this why it is important to organize this event,
what is needed top be achieve through it is examined effectively
(Mochol, 2020).
 Organize team- It is further essential step in which team is needed to be
organised so that tasks, roles are classified into correct members. By
organising team, decisions are carried out properly.
 Establishing budget- Then, budget is being prepared so that further
activities are done accordingly & resources are acquired. It is important to do
proper establishment of budget.

CONCLUSION
So, events are essential at both national as well as international level. Thus,
in this presentations discussions have been made about positive & negative impact
on environment, SWOT analysis & it is seen that events are beneficial for
growth & development. Moreover, to carry out successful planning of event steps
has been explained which depicts how planning is to be executed. Thus, TASK B
has been included in this presentation.