British Airways Marketing Report: Cross-Functional Collaboration

This report provides an analysis of the marketing principles and practices employed by British Airways. It examines the company's approach to sales, customer relations, and the crucial role of internal departmental collaboration. The report highlights the significance of the marketing department's relationship with other departments like HR, IT, and finance. It discusses the importance of employee training and how it supports marketing efforts. Furthermore, the report emphasizes the role of the finance and legal departments in supporting the marketing activities, including budget allocation and adherence to regulations. The study provides a comprehensive overview of British Airways' marketing strategies, offering insights into effective business operations and how cross-functional teams contribute to the company's success. The report also examines the importance of the IT department in streamlining marketing processes and how it impacts the company's overall performance.

Marketing within business is very essential factor
that is directly connected to sales and growth of the
company. This is related to how an organisation is
promoting and advertising its services and products
to customers. Marketing is a discipline which
includes actions that are undertaken by a company
for drawing customers and maintaining
relationships with them.
Finance and marketing – The marketing department
needs accurate description of the plan that has to be
implemented for increasing sales of the company. The
finance department of company provides economic
help to marketing department. This is used for making
proper budgets and plans for implementing several
campaigns and market research. In context of British
Airways, the finance department provides sufficient
information about money related issues so that the
marketing department knows how to promote services
and products of the company.
Legal and marketing – The legal department is
involved in handling all the law related issues. The
main responsibility of legal department within British
Airways is that all work is done in an effective manner.
The company is following all the rules and regulations
given by government on the aviation organisations.
The marketing department is given all the instructions
to work according to the rules and regulations given by
government.
Cross functional relationship of marketing and
other departments in British Airways
The marketing department in linked with
various other departments of the company so that
there is smooth functioning of the business
operations. Collaboration is a skill and when an
individual is used to working as an individual
contributor then it needs some practise.
The linkage of marketing department with other
departments is listed below -
HR and marketing - The HR department of the
company has responsibility of managing employees
working within the company. In context of British
Airways, employees have meetings and training
sessions with Human resource staff when they are
hired. The internal training plan is essential for
helping engaging employees and making them work
for the company. This training inspires the marketing
department to work effectively and manage their
business roles in effective manner.
IT and marketing – The information technology
department is the most important department within
organisations. The advance of new technologies and
pressure for digitising and automatizing every aspect
of business operation has forced British Airways to
invest more money in doing their job roles
effectively. There is a separate IT department within
this company for marketing one for a product, one
for finance and with higher level managers
coordinating between teams.
Marketing Principles and Practices
INTRODUCTION