Analysis of Marketing Functions in British Airways Report

This report examines the relationship of the marketing function with other functional areas within an organization, specifically using British Airways as a case study. It highlights the importance of marketing's interaction with departments like customer service, finance, production, research and development, and human resources. The report details how marketing contributes to and is influenced by each of these areas, emphasizing the need for collaboration to achieve organizational goals. For instance, it illustrates how marketing informs research and development about customer needs, works with finance to allocate budgets and evaluate performance, and partners with human resources to ensure the availability of skilled manpower. The analysis underscores the significance of marketing in providing customer insights, supporting business operations, and driving profitability within the airline industry. The report showcases how the effective integration of marketing with other departments is essential for success and growth.

Relationship of marketing function with other functional areas of
organizationMarketing function is a very essential function of an organisation that contributes in the survival and growth of an
organisation. Marketing function's relationship with other functional areas in organisation is very important in order for its
effective and smooth operation. Marketing function and its relationship with other functional areas of British Airways
IT(websites and internet)
British Airways' marketing function has a very important
relationship. There are few reasons for that first one is that
companies in present marketing environment are engaged
in marketing through digital and internet. Companies are
running their campaign on social media and that is why
relationship of marketing is very important and crucial.
Other major reason that this airline provides services of its
business over internet and through websites that is not
only concerned with customer services and business
process but is also important for marketing and sales that
is an integral part of marketing.
Customer service department
All the major business activities run around earlier it was a
supportive function but in present business environment this
has become very important for all the businesses as this
provides information about customers in form of complaints
and their needs. Marketing department also mainly works on
identifying and understanding customer needs and
requirements (Ho, 2018). That is the reason that marketing
and customers service department in British airways work
jointly. Customer also help in evaluating success of
marketing activities like campaign launched by marketing,
customer service can help to understand its success.
Finance department
British Airways is a company that seeks to grow and
increase its profit and that is all about finance.
Relationship of marketing can be justified as finance
department allocated budget for marketing operations and
marketing's effectiveness in form of investment and profit
earned is also evaluated by finance department (Morrell,
2018). That is why finance department and marketing
have to work together and maintain relationship to
increase each other's effectiveness.
Production department
Production department which is concerned with developing
products that is required to customers of an organization. In
relation with British Airways as it is providing transport
service its production activities involve providing facilities
and services that are needed to customers. These exist in the
form of inflight services and services before travel and after
travel that are concerned with flight and airline like efficient
services related to giving back luggage.

Research and development
Research and development department which seeks
to find scope in which products and services of the
organization can be improved. Aviation industry is no
different and changing models of business in aviation
industry are requiring hoe services can be improved while
lowering cost of the services. Marketing department play a
crucial role in this as marketing department is responsible
for identifying needs of the customers and then provide the
information to research and development department so that
they can work in that direction. For instance prices of the
company are very high and customers are not satisfied with
that marketing department will provide this information to
R&D and then it will work on how the prices of services
that are being provided by the company can be reduced.
This can take technological improvement or improvement in
process and system of the company.
Human resources department-
Marketing function needs humans and manpower
to effectively perform themselves and their most
important role is played by human resources department.
Human resources are responsible for recruitment,
selection, induction, training, performance management
and measurement. Hence, all the requirements of British
airways in form its employees are fulfilled by human
resource department and when marketing needs
manpower it will require help of human resource
department. They are skilled to hire and retain efficient
manpower and when marketing functions are performed
by efficient employee’s chances of its success also
increase.