Social Consumer attitudes and opinions Media views Law changes affecting social factors Brand, company, technology image Consumer buying patterns Major events and influences Buying access and trends Ethnic/religious factors Advertising and publicity Ethical issues Demographics (age, gender, race, family size,) Lifestyle changes Population shifts Education Trends Fads Diversity Immigration/emigration Health Living standards Housing trends Fashion & role models Attitudes to work Attitudes to people doing certain types of work Leisure activities Occupations Earning capacity Staff attitudes Management style Organisational culture Changes to education system Others include: _________________________________ _________________________________ _________________________________ _________________________________	Venetian and Sand Cotai central make Macau become ideal place to hold event, even better than Hong Kong	High	6-12 months	Negative	Increasing	Important
Technological Competing technology development Research funding Associated/dependent technologies Replacement technology/solutions Maturity of technology Manufacturing maturity and capacity Information and communications Consumer buying mechanisms/technology Technology legislation Innovation potential Technology access, licensing, patents Intellectual property issues Global communications Inventions Innovations New discoveries Research Energy uses/sources/fuels Communications Rate of obsolescence Health (pharmaceutical, equipment, etc.) Manufacturing advances Information technology Internet Transportation Bio-tech Genetics Waste removal/recycling Email M-learning E-learning Collaboration tools Software changes RSI Others include: _________________________________ _________________________________ _________________________________ _________________________________	it needs computer and event planning program to organize the event, during the event, it may need the communication tools between crowds	Low		Positive	Increasing	Unknown
Legal Current legislation home market Future legislation European/international legislation Regulatory bodies and processes Environmental regulations Employment law Consumer protection Industry-specific regulations competitive regulations Others include: _________________________________ _________________________________ _________________________________ _________________________________	Minimum payment to part-time crowds	low	6-12 months	Negative	Increasing	Unknown
Environmental/ Ecological Environmental issues International National Local Environmental regulations Customer values Market values Stakeholder/ investor values Staff attitudes Management style Organisational culture Staff morale Staff engagement Global factors EU based factors Others include: _________________________________ _________________________________ _________________________________ _________________________________	Event contract competition between different event companies	high	1-6 months	Negative	Increasing	Critical

Luminous is a event company that use creative idea to help business to create exhibition, road show and Gala dinner, the company established in 2005, it is important to know the competitive advantage between the event planning industry and the market, to know clients from different diversity of industry, Airline, automobile, government department, international company and Chinese company. Also, it is important to know the external factors which may affect the company and the entire event planning industries to plan and plot strategies.

Political Factor has less effect to the industries. However, the intervention of government policy to the economy, no matter in home or oversea, there is possibility of affecting government department, international company and Chinese company to hold such event in Macau or Hong Kong. Government promotion in other countries, let the company in other countries know that Macau or Hong Kong is ideal places for holding event. However, facilities is one of considerable factor that international company or Chinese whether hold event in such cities, such as Hong Kong convention and exhibition center, this building owned by Hong Kong government, without this exhibition center, it is believe that Hong Kong would not be the ideal place for holding an huge event. Macau has different situation, as I known, Venetian Macau is the biggest casino project in Macau, with huge space can form different size of exhibition hall, it is believe that without releasing the gaming operating concession in 2002, Sands in Las Vegas would consider investing huge amount to Macau

Economic factors has extraordinary effect to event planning industry, the factors  including economic growth, interest rates, exchange rates and inflation rate , those factors have great impacts on affecting company to make decision and also for the international economy, as I mentioned before the sources of customers for event industry are international company and Chinese company, if oversea market is being in unhealthy status, it may directly affect the income and may affect international companies budgeting on holding event. Exchange rates and inflation rate may affect the cost of goods in supply, exporting goods and importing good in economy.

The social changes in trend also bring great impact to event planning industry, it is though that Venetian and Sand Cotai central make Macau become ideal place to hold event in Asia, the hotel, entertainment and exhibition located in one single building, which bring convenient to event planner and visitors. Nowadays, Macau has an institute which can offer event management to students, and teenage study in the institutes in Australia and some of European country for the purpose of studying tourism and event management, and those students can be “elites” and contribute their profession into event management industry, especially in event industry, it really need the elites with creative ideas.

Some laws that implement to the event planning industry may affect the decision making, such as Minimum wage to part-time crowds, Macau has not have the law of minimum wage yet, but it may has in future, it may increase the event budget and pressure to the crowd in the company.

For the event planning market, each event planning company also have event contract competition between different size of event companies. Therefore, creativity, experience and capable to minimize the budget is competitive advantage for such event planning company like Luminous the ways to success, can enable luminous to the contract