Marketing Concepts and Practices: An Analysis Report on Air Canada

This report delves into the interconnectedness of marketing with various departments within Air Canada, including Human Resources, Finance, Research & Development, and Production. It examines how the marketing department collaborates with HR to attract employees, with finance to manage financial performance and set sales targets, with R&D to align product development with customer needs, and with production to ensure the availability of desired products. The report highlights how marketing activities, such as advertising and market research, influence these collaborations and contribute to the airline's overall success. The analysis provides insights into how these departments support each other to achieve company goals like increasing sales, improving customer satisfaction, and optimizing resource allocation. Specific examples within Air Canada are used to illustrate the practical application of these concepts.

MARKETING CONCEPTS AND PRACTICES
Marketing and HR
Marketing and Human resource shares an unbreakable relation and thus complements each
other. Both the departments cannot function separately and need to work in coordination in
order to achieve the long term goals. Marketing department is mainly responsible for increasing
the sales of the airline by selling their products and services. As the marketing department of Air
Canada have the connection with customers thus they are able to communicate the branding
message to them and thus promotes the products and service. Due to this advertising, more and
more candidates attracts towards the company and thus the marketing department helps to bring
potential employees for the HR department. On the other hand, the main role of HR department
in Air Canada is to recruit and select the competent employees for company. Thus, through the
proper recruitment and selection the HR department brings skilled employees for marketing
department who have the capability to promote products and convince the customers.
Marketing with finance
Marketing and finance works in close collaboration and hence helps each
other to perform their function. While on one hand, marketing department
helps to increase the sale of company on the other side finance department
manages the overall financial performance of company and set targets for
marketing department. The marketing department of Air Canada that is the
ticket booking staff, sales team, helps the finance department by bringing
sales and increasing the profit ratio of the company. Through advertising
and promotion, it increases the sales of company. On the other side of the
spectrum, finance department sets the target for the marketing department
regarding sales for example more than 70% sale of tickets within 2 months
and thus this helps the marketing department to work accordingly and thus
devise strategies for increasing sales.
Marketing with Research & Development
R & D department is mainly responsible for designing the new products and services to meet the
needs and demands of customers. The marketing department of Air Canada conducts the market
research and comes to know the expectations of customer from their airline. For example-
increased quality in entertainment and food. Thus, these expectations are being communicated to
R & D department which helps them to integrate these needs of customer with new product or
service. On the other hand, R & D department of Air Canada provides the marketing department
with the new product and service that will eventually help them to attract customers and increase
the sales. For example- R & D department will provide wide touch screen in the flight that will
enable the marketing department to attract customers by disseminating the various features of
customers.
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Obayelu, A.E. and Stylos,
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Marketing and production
The marketing department of the Air Canada after market research
finds out that what product the customers from them and of which
product the demand is highest. For example- marketing
departments finds out that customers want entertainment in long
flights thus the department will convey this to the production
department which will help them to order the specific unit of raw
material and produce desired quality. On the other side, production
department after producing the specific unit of product conveys the
marketing department which eventually helps them to advertise
them and promote them on wider platform. Thus, production
department helps the marketing department to sell the specified
products which are abundant and in right quantity.