Marketing and cross-functional relationships: British Airways report

This report examines the cross-functional relationships within British Airways' marketing department. It details the interactions between marketing and other key departments, including finance, production, procurement, personnel, and research and development. The report highlights the importance of these relationships for effective marketing strategies, emphasizing financial considerations, the role of production in product development, procurement's impact on raw materials, the significance of HR in managing marketing personnel, and the collaborative efforts between marketing and R&D in innovation. The report underscores the necessity of these interdepartmental connections for the successful development and implementation of marketing plans within the airline industry.

CROSS FUNCTIONAL RELATIONSHIP OF MARKETING AND OTHER
DEPARTMENT WITHIN BRITISH AIRWAYS
Marketing activities termed out as the stages of marketing plan. The plans of marketing are needed to be developed at the strategic,
tactical and operational level. In addition to this, the interface between the marketing and other business functions are crucial to
determine in terms to undertake effective strategies to carry out day to day business functions.
Furthermore, cross relationship of marketing and other departments defined in following manner as-
Marketing and finance- All marketing plan must be inclusive
of major financial dimensions. Thus, evaluation of cost & profit
all expressed within monitory units or percentage of sales. IN
addition to this, the link between both of the department within
British Airways is not limited to use of the financial input while
developing the marketing strategies. Thus, requirement of
financial is crucial in terms to undertake the marketing approach
successfully. At the time of deciding about the pricing policies
for chosen enterprise the finance department establish credit
policies for different categories of customers.
Marketing and procurement- Procurements is also crucial
function during time of shortage of raw materials and this is
significant function within industrial organisation. Many of the
enterprise are forced to modify the commodities to cope up with
the issue of lack of raw material. This both departments are
interrelated to each other as this undertakes marketing research in
relation to undertakes the new suppliers of raw materials.
Marketing and production- The relationship between the
marketing and production department is to provides the
serves and to get profitability to run out the business
activities efficiently. In addition to this, the
interdependency among marketing and production is most
crucial aspect in terms to take development of new
commodities. Additionally, production departments direct
the marketing departments to undertake the extensive
market research to estimate the demand of new product
within the market.
Marketing and research and development- The
departments as Research and development and marketing
of British airline are very closely interlinked to each other.
Within the aviation industry there is needs to introduce the
high technical advancement that helps to attract the
customers and makes the organisation functions smoother
and more efficient. In addition to this, the major link
between the both of the department is to revolve around
the new commodity development efforts of the
organisation.
At each stage of the new product development, the idea in
relation to bring modification within the existing
commodities needs to have the close interaction between
the marketing and Research development. Therefore, the
only research of marketing cannot be able to identify the
Marketing and Personnel- The HR personnel department of an
enterprise is linked with selecting, hiring, training and
management of the appropriate marketing personnel. The
marketing department needs to collaborate with personnel
department in terms to developing the job description, screening
of the candidates and to design training and incentives system.
REFERENCES
Mostaghel, R. and Hultman, M., 2019. Marketing and supply
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innovation performance perspective. Journal of Business
Research.
Goh, S.H. and Eldridge, S., 2019. Sales and Operations
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Economics. 214. pp.80-94