Marketing and Cross-Functional Relationships: British Airways

This report provides an analysis of the cross-functional relationships within the marketing department of British Airways. It emphasizes the crucial connections between the marketing team and other departments such as Human Resources (HR), Legal, and Production. The report highlights how HR supports the marketing department by handling recruitment, employee training, and development, which directly impacts the marketing strategies and overall brand performance. The legal department's role in ensuring that marketing strategies comply with laws and ethical standards is also discussed. The report examines how effective coordination and communication between these departments, particularly in managing supply and demand, contribute to the success of British Airways. It also examines the importance of the legal department's role in reviewing marketing campaigns to ensure they adhere to legal and ethical standards, protecting the company's image and brand value. This collaborative approach ensures the effectiveness of marketing initiatives and maintains the company's positive brand image.

Cross Functional Relationship of Marketing and Other Departments in
British Airways.
Marketing Relationship with HR
Human resource (HR) is the main department for any business because it is
responsible to recruit and select the eligible employee which possesses
greater efficiency towards their work. Also, the HR designs the job profile
along with roles and responsibilities which are designated to the eligible
person. The HR manager maintains the relationship with the marketing
manager in terms to understand the roles and duties in marketing
department, so it helps them in recruitment and selection process. Marketing
department get the knowledge about the working criteria of their HR
department. This enhances the performance of the marketing department as
well as HR department because they work with mutual understanding and
cooperation among them. British Airways has better understanding between
the marketing and HR departments which helps them to appoint right person
for the marketing (Bardhan and Pattnaik, 2017). Also, the training and
developments for the employees is handled by the HR departments to
increase their skills. It enhances marketing departments approach to
potential consumers which gives profits to the company.
Cross Functional Relationship
Cross functional relationships defined as the teams from different working areas in the organisation establish harmony to achieve the
common objective for the company. Cross functional team denotes to group of people from different functional areas helps each other. Basically,
it consist staff members from all levels of company.
Marketing Relationship with Production
Production department handle the inventory of the items. Marketing
department has to consult with the production manager in terms to
know the availability of the products and which products are not
available in the inventory. So the marketing manager can design the
strategies to sell those products which are available in access. It helps
them to maintain the balance between the supply and demand chains in
market. So, it indirectly affects the sales of the products of the brand.
British Airways maintains coordination between the production and
marketing departments (Askoul, Khan and Lalitha, 2016). It is very
important to have the knowledge about the availability of the seats in
the scheduled flights for the passengers. Otherwise it leads to
customer’s disappointment.
Marketing Relationship with Legal
Marketing department maintains the relationship with legal team who
manages the legal procedures of the company. It helps to design the
marketing strategies like promotional activities for example marketing
department design an advertisement for the products and service provided
by the company. So, the legal department’s manager would decide that this
is in limit or in ethical manner and it should follow the laws. Breaking any
laws will be affect the company’s image and if anybody registered case
against the business then they have to pay the penalty or it leads to severe
losses to the company. British Airways possess strong bond within internal
environment, as the legal department and marketing department have
proper coordination (Woods, 2016). If any marketing strategy is planned by
the marketing department it is consulted by the legal department that it is in
ethical manner or not. Also, the laws and legislation are not hampered. So,
it maintains the brand value in market.