Study of the London 2012 Olympic Games Strategy

Thèmes abordés

London Olympic Games 2012 Strategy

Résumé du document

This report aim to analyse the London 2012 Olympic Strategy. Indeed, it allows to understand how UK government tries to stimulate the economy thanks to this mega event. This Strategy is evaluated throughout 10 years. The report highlights how organiser aim to improve tourism with the Olympic Games

Extraits

[...] Study of the London 2012 Olympic Games Strategy 7 The 5-Forces of Porter Figure the 5-forces of Porter (1985) Porter (1985) identified five issues of competitive environment: Industry rivalry, potential entrant's threat, supplier power substitutes and buyers power. Applied to the Olympics Games, it might highlight internal issues. Competitors and Threat of entry: 2012 London Olympic Games will be the main mega event this year. The UEFA Euro 2012 in Poland and Ukraine seem to be comparable. Indeed, to lesser extent, this event aims at developing the two countries. However, the two competitions do not take place in the same time. [...]

[...] Furthermore, London tourism might be improved after the OG. Part of the tourists which avoid the congestion might be attracted by the OG broadcasting and diverse programs TV related to England. Finally, the OG organisers already think about the future of the Olympic facilities. The football club West Ham United will use the Olympic Stadium after the OG. Organisers have to think about the tourism facilities after the OG. Recommendation maximise tourism during the OG The second recommendation refers to tourism across England during the OG. [...]

[...] It might be Olympic Games and tourism facilities. Then, to catch the attention of IOC's member and future spectators, organisers have to promote rarities. It refers to facilities or statecraft that other competitors cannot provide. Thus, London companies tend to own knowledge and abilities concerning services. Rarities are also sought through the architecture of facilities, some innovation or daring originality might attract spectators. Finally, uniquities refer to eventual exclusive competitive advantage. For instance, the “Vallée Study of the London 2012 Olympic Games Strategy 11 Blanche” of Chamonix is a unique place to promote their Winter Olympics Games. [...]

[...] PESTEL Analysis Political Aspect: Since Munich 1972, Olympics Games have been worrying about eventual terrorism attack. According to Michaletos (2011), London Olympics Games might be the most security-loaded: 200.000 people are involved in the security strategy. Besides, security is also an important issue during the pre-games period. Indeed, Warner (2008) point out different deficiencies concerning the art white-water canoeing course at Broxbourne in Hertfordshire. Economic Aspect: London Olympics Games are also affected by the economical crisis. Indeed, organising Olympics Games mobilise important capital 9.3 billion (DCMS, 2007) and the outcome might be uncertain. [...]

[...] In addition, Olympics Games issues might change. Indeed, Blake highlights three periods: pre-Games, during-Games and post-Games. Thus, the power and the interest of the stakeholders may vary during throughout these stages. Thus, London has to improve facilities to welcome the numerous spectators. Indeed, according DCMS, London accommodation must be developed. They plan to increase the assignment of it through National Quality Accreditation Scheme (NQAS) appraisal. Then the London Development Agency (LDA) put a 1.6 million incentive and business support in place to improve the quality of London accommodation. [...]