Interdepartmental Relations in British Airways Marketing

This report provides an analysis of the marketing strategies employed by British Airways and their evolution within the airline industry. It begins by highlighting the changing role of marketing in the airline sector, transitioning from a less critical function to a vital component due to increased competition and deregulation. The report delves into the marketing department's role in enhancing brand image and attracting skilled candidates, emphasizing the importance of cross-functional relationships with departments like HR, finance, and R&D. The interrelationship between marketing and other departments is explored in detail, including how marketing collaborates with finance to control expenses, with R&D to adapt to technological advancements, and with HR to secure and maintain a skilled workforce. The report underscores how these collaborations contribute to the overall success and profitability of British Airways by ensuring efficient operations, technological innovation, and the ability to meet customer needs.

Airline industry are responsible for smooth transporting of paying
passenger, freight, cargoes and other items through using aircraft like
air planes and helicopters. In starting phase of airline industry,
marketing was not essential or unimportant because they are having a
stringent regulation and also secured by government possession thus,
they are safe and risk free from serious competitive effects of
business environment and market place.
Marketing department of British airways is responsible for enhancing the
brand image which is also desirable by HR department. Marketing plays
an important role in attracting most talented and skilled candidates for
British airways. Marketing creates a good image of organisation which
create a positive felling in minds of individuals thus, they yield to become
a part a good organisation. The pool of individual attracted by marketing
department provides better options to HR department to select most
suitable and skilled candidate for organisation. The skilled and talented
candidates selected by HR department provides a more energetic and
creative employee to marketing department to perform the different task
of marketing more effectively. Thus, proper coordination of HR
department and marketing in British airways ensures supply of talented
and creative manpower for fulfilment and achievement of marketing
targets and objectives of organisation.
Thus, it can be said be that cross functional relation between
marketing and other functional department is beneficial for British
airways, as it keeps an organisation up to date provides information about
latest trends and new technology which is used by R&D department to
develop better technology like to reduce the time of online ticket booking
a new e- ticketing technology is introduced by British airways.
Collaboration between marketing and finance keeps a better check on
expenses and wasteful activity of marketing thus, yield better profit for
British airways.
Interrelationship of marketing with other departments
Marketing plays an important role in success of organisation but
marketing alone cannot be effective without proper coordination and
interrelation of other departments. Cross functional relation of
marketing with other departments in British airways are explained
below:
Marketing and Finance- Finance department is responsible for
maintaining proper budgets and keeping a control on all expenses and
income of organisation. In British airways, proper collaboration is
maintained between marketing and finance department as it facilitates
a check a on expenses made by marketing department on advertising
and promotional activities. An effective marketing strategy provides
better income and profits for finance department which provides
adequate amount of finance to meet the expenses of British airways.
Thus a cross functional relation between finance and marketing
department ensures better profits and control on expenses of British
airways.
Marketing and R&D Department- Research and development wing of
British airways is very efficient and effective and provides better
implementation and execution of new technology in organisation.
Toady business environment is highly dynamic where technology is
continuously changing and new innovation are taking place with a
rapid speed. An interrelation between marketing and R&D ensures
timely improvement and betterment in technology as marketing team
provides information about latest trends and new services that are
desired by customers. This information is used by R&D department to
develop a new and better technology to cater or fulfil the needs of
customers. Thus, proper collaboration between marketing and R&D
department of British airways ensures supply of better services which
are properly integrated with technology.
Marketing and Human resource- For any service sectors human
resource plays the most important role in its success as it is totally
Marketing Principles and Practices
INTRODUCTION