LSBM101 Marketing Principles: British Airways Case Study Report

This report provides an in-depth analysis of the marketing strategies employed by British Airways, focusing on the application of marketing principles within the airline industry. It explores the various marketing techniques utilized, such as social media campaigns, advertising, and loyalty programs, to enhance brand awareness and customer engagement. The report emphasizes the importance of cross-functional relationships within the organization, particularly between the marketing department and other key departments like Human Resources, Legal, and Production. It details how these departments collaborate to achieve overall business objectives, including talent acquisition, legal compliance, and product development. Furthermore, the report highlights the significance of market analysis in understanding consumer needs and adapting strategies accordingly. The conclusion summarizes the effective role of marketing in achieving business goals within the context of the airline industry, and emphasizes the importance of strategic decision-making. References are included from various academic sources.

Marketing principles is defined as ideas which are used
by companies for effective strategy of marketing. These
are those principles upon that business focus on building
product promotion strategies. It is very important for
enterprise to use proper marketing principles for their
goods and services in proper manner. In context of
airline, they use different types of marketing such as
social media, unique advertising, loyalty programs and
others to create awareness among consumers regarding
their products and service.
Marketing Relationship with Legal- Marketing
department has relationship with legal division in terms of
following of legal laws, act, legislation for running business
activities and operations in better manner. Airline industry is
regulated by The Federal Aviation Administration (FAA)
which is government body that focus on regulating all
elements of civil aviation in both nation and international
level. While carrying passengers from one place to another,
legal laws has to be considered in terms of their health and
safety so that they do not have to face any problem. On
other hand, if marketing department is conducting any
activities and operation at marketplace then they are liable
to follow all legal aspect to be safeguard from penalty and
fines.
In an organisation, it is essential for business to maintain
cross functional relationship with other department
which helps all division to work collectively and attain
set goal and objectives. Here, cross functional
relationship arises when member of team with same
manager works on similar project or operations. In
context of British Airway, marketing department has to
work with other department to get positive outcomes.
Some of the cross functional relationship of marketing
with other department are described below:
Marketing Relationship with HR- Both
department are interrelated with one other and work
together for business. Here, marketing department of BA
is liable for all activities and operations related with
market such as promotion, branding, sales relations,
public relations for which they required highly skilled
and capable employees. In this context, marketing
department has to approach to HR with their requirement
such as number of employees for marketing work,
skilled, educational qualification and others.
In this context, marketing department has to approach to
HR with their requirement such as number of employees
for marketing work, skilled, educational qualification and
others. After this, HR has to provide job requirement in
different portals such as LinkedIn, Job search and others
where several candidates apply for it and best one get
selected and provided with training and development
programs. For example, if there is requirement of
promotion manager who possess creative and unique skills
to promote products and services of BA at marketplace
then HR is liable to hire skilled and capable employees
with good work experience for conducting those activities
and work.
Marketing Relationship with Production- These
marketing and production are interconnected with other. In
context of BA, they provide number of services in terms of
entertainments, spacious seat, beds, various classes of
flights and so on. Also food is provided according to class
adopt by people during their travelling. The production as
well as marketing department work collectively for
manufacturing of new products. Marketing division of
respective organisation has to perform market analysis for
knowing about their competitors and accordingly
production should be done for better results. For example,
with analysis of strategy of competitor, marketing has to
take help of production to produce same types of products
and services in proper manner.
Editing and Proofreading
Introduction
Cross-functional relationship
Conclusion
From the report, it has summarised that marketing plays an
effective role in attainment of business goal and objectives.
In context of airline industry, they have to adopt proper
product strategy, promotional and branding strategy for
creation of awareness among customer regarding products
and services. This is very essential to analyse market in
proper way to know requirements of their consumers and
accordingly decisions should be made.
References
Fletcher, J. & et. al., (2017). Tourism: Principles and
practice. Pearson UK.
French, J., & Russell-Bennett, R. (2015). A hierarchical
model of social marketing. Journal of Social Marketing.
Green, A., Grace, D., & Perkins, H. (2016). City branding
research and practice: An integrative review. Journal of
Brand Management. 23(3). 252-272.