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Event Management - Lecture 3

The document discusses conducting an environmental scan for event management. It describes an environmental scan as the process of systematically gathering, analyzing, and interpreting external data on opportunities and threats. A popular method for an environmental scan is a PESTEL analysis, which examines political, economic, social, technological, environmental, and legal factors. After completing a PESTEL analysis, it is important to have plans to address factors that could impact the business. Stakeholders are also groups that have interest in an event's success. An event management company needs flexibility to respond to changes in the external environment.

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26 views14 pages

Event Management - Lecture 3

The document discusses conducting an environmental scan for event management. It describes an environmental scan as the process of systematically gathering, analyzing, and interpreting external data on opportunities and threats. A popular method for an environmental scan is a PESTEL analysis, which examines political, economic, social, technological, environmental, and legal factors. After completing a PESTEL analysis, it is important to have plans to address factors that could impact the business. Stakeholders are also groups that have interest in an event's success. An event management company needs flexibility to respond to changes in the external environment.

Uploaded by

Estfnous Melad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Event Management

Lecture 3
Conducting an Environmental Scan
• While external factors like government policy changes are sometimes
unexpected, that doesn‘t mean one can‘t prepare for them. The most
effective way for a business to prime itself to be flexible and adaptive is to
develop a framework for conducting an environmental scan.
• An environmental scan is the process of methodically gathering, analysing,
and interpreting data about external opportunities and threats. It‘s a
mechanism to collect relevant information about the outside world, the
competitors, and the market position of the event management company.
• One of the most popular methods used to perform an environmental scan
is the PESTEL analysis. This model is an external factor evaluation matrix
that focuses on six spheres of data:
Conducting an Environmental Scan
• After one complete a PESTEL analysis (sometimes known as PESTLE
analysis), i.e. a thorough environmental scan that identifies
uncontrollable, external factors the organization should prepare for.
It‘s appropriate to have a plan of action for the items one think could
actually occur and have a material impact on the business.
Functions Of Event Management - Cont
• Planning (cont): Forces Affecting Event Planning PESTEL Analysis

The Political environment


The extent to which a government may influence the economy and
thereby impact organizations within a certain industry. This includes
government policy, government ideology, political stability, and trade and
tax policy.
Functions Of Event Management - Cont
• Planning (cont): Forces Affecting Event Planning PESTEL Analysis

The Economic environment


How economic conditions shift supply and demand to directly affect a
company. This includes economic growth or decline, and changes in
interest and inflation rates.
Functions Of Event Management - Cont
• Planning (cont): Forces Affecting Event Planning PESTEL Analysis

The Social Environment:


Changes in the socio-cultural market environment that illustrate customer needs
and wants. This includes emerging trends, population analytics, and demographics.
In today‘s competitive world the majority of people have an urbanized approach
towards celebration. There are many community events and festivals in the
urbanised world, celebrating their character of life.
Changing generations and cultural diversity in many communities has resulted in a
shift of values, which implies both opportunities and challenges for events.
Functions Of Event Management - Cont
• Planning (cont): Forces Affecting Event Planning PESTEL Analysis

Technology
Is an important aspect in the world of special events, as everything
from planning to programming to great extents relies on technological
solutions. Internet provides new possibilities for communication,
information resources, and is an efficient marketing tool. Staying
current with technology is important for event managers as consumers
expect quick feedback from the organizers of events.
Conducting an Environmental Scan
Planning (cont): Forces Affecting Event Planning PESTEL Analysis

• Environmental aspects that affect a company‘s operations or


consumer demand. This includes access to renewable resources,
weather or climate changes, and corporate responsibility initiatives.
Conducting an Environmental Scan
Planning (cont): Forces Affecting Event Planning PESTEL Analysis

• Legal: The current legal allowances or requirements within countries


or territories in which an organization operates. This includes health
and safety requirements, labour laws, and consumer protection laws.
Functions Of Event Management - Cont
• Planning (cont): Forces Affecting Event Planning

The other forces affecting Event management are the people


interested in participating in certain events as performers, the
media, local tourism bodies, or providers of facilities and
infrastructure for instance. Moreover there can be local firms and
businesses looking to improve revenue through events.
Functions Of Event Management - Cont

• Planning (cont): Forces Affecting Event Planning


Stakeholders are groups, organisations, and individuals who have invested or
keep an interest in the successfulness of an event.

Typical stakeholders of events are the organisers, sponsors, partners, customers


and the community Sponsors and partners supporting an event, either by
contributing financially or by providing in-kind support, are also stakeholders.
Guests and customers are stakeholders because an event is organised for
providing them a particular product, which is commonly leisure, education, or
other service. . The local community provides many resources for events, such as
businesses, hospitality services and public places, staff and volunteers.
Functions Of Event Management - Cont
• Planning (cont): Forces Affecting Event Planning

• An event management company‘s stability and profitability are


interdependent on its ability to quickly identify and respond to
changes in the external environment.
• Change is inevitable and having the flexibility to deal with
unexpected market mutations can mean the difference between
survival and extinction for an organization.
Glossary ‫هااام‬
• Concert: A public performance of music (singer(s) and/or instrumentalist(s))
with entertainment purposes. Concerts could have various forms: indoor or
outdoor, paid or free, for-profit or fundraising/cause events.
• Cultural Event: An event related to and honoring culture in its various forms
and aspects and considered as valuable, enriching and enlightening for the
society.
• Fair: A public,live event gathering people for a variety of entertainment or
commercial activities. It could last from one afternoon to several weeks.
• Incentive Travel / Incentive: A form of group travel, paid by companies to
reward their top performers or customers by sending them on unforgettable
trips of a few days‘ duration. Incentive events are always live‘/in-person events.
Glossary
• Live Event: Live‘ events or in-person events are events whose attendees are
physically present at a certain (physical) location as opposed to online or virtual
events.
• Goal: A specific intended result of a strategy; often used interchangeably with
Objective.
• Organization: The command, control and feedback relationships among a group of
people and information systems. Examples: a private company, a government
agency.
• Stakeholder: An individual or group with an interest in the success of an
organization in delivering intended results and maintaining the viability of the
organization's products and services. Stakeholders influence programs, products,
and services

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