Cross-Functional Relationships in Marketing: A British Airways Study

This report analyzes the cross-functional relationships of the marketing department within British Airways. It examines the crucial interactions between marketing and other key departments such as Human Resources, Finance, Research and Development, and Production. The report highlights how effective collaboration between these departments contributes to the airline's overall objectives, including brand image, customer satisfaction, and profitability. It explores the specific roles and responsibilities of each department and how their combined efforts drive marketing strategies, product development, and operational efficiency. The report emphasizes the importance of financial planning, recruitment strategies, market research, product innovation, and production alignment in achieving marketing success. The study emphasizes the role of marketing in providing insights to R&D, and the need for the production department to meet customer demands. The success of British Airways depends on these interconnected relationships.

Cross functional relationship of marketing and other departments
frganisation.
The interrelation between marketing and different departments of British airways makes the planning and organising effective to
achieve the overall objectives of business. The growth and success of the marketing department is based on the effective skills of
manager in the workplace with different departments of the organisation. These interrelation helps to make the business effective and
maintain the image of the brand in the minds of the customer.
Marketing with HR:
Department of human resource organise the recruitment and
selection process in the organisation with the aim to appoint the
skilled and talented employees who have effective knowledge
of marketing. In the business of British airways, the people of
marketing department get the training and from the human
resource departments. Growth and success of department of
marketing is depends on the effective and efficient recruitment
selection, motivation and training of the employees in the
company. For the increases in the sales and productivity there
is need of the powerful relations of the marketing and human
resource departments.
Marketing with finance:
For effective functioning of the marketing department there is
need money in the organisation. The department of finance
provides the information about the prices of the products and
services which is expected by the customer. To run the activities
of marketing effectively and efficiently the department of finance
sets the budgets. Manager of marketing makes the plans and
policies as per the budget set by the finance manager. For the
successful implementation of the planning and organising finance
department play an important role in the business of British
airways. All the functions of marketing are related to the cash flow
of the British airways and it is responsible to make the company
profitable in the markets.
Marketing with R&D:
Both marketing and R&D departments are depending
on each other they cannot functions. For the effective
functioning of research and development department there is
need of inputs of the marketing such as taste and preferences of
customer, trends in the markets and different opportunities,
challenges and threats of environment. In the British Airways
department of marketing provides outlets to the research and
development department for commercialisation and testing of
developed products. With the help of the R&D British airways
get the new ideas and innovation in the products and services
which increases the profits of the business.
Marketing with production department:
Marketing department collects the information about the needs
and wants of the customer and organise the research of the
markets to identify about the quality, expense sand values of the
products and services and makes the effective report. This report
of the marketing department helps the production department in
producing the products and services as per the needs of the
customer in affordable prices. In the British airways research of
marketing provides the information of what people don't like the
things about their products and services and helps the department
of production to make improvement for better products and
services.