Analysis of Marketing Function Relationships within British Airways

This report examines the critical relationships between the marketing function and other functional areas within an organization, using British Airways as a case study. It highlights the importance of a strong marketing department in identifying market opportunities and achieving organizational success. The report details the interactions between the marketing department and other key departments, including Human Resources, Sales, Production, Research and Development, and Operations. It explains how these departments collaborate to achieve company objectives, such as recruiting qualified marketing staff, generating sales, producing products that meet customer needs, and delivering services efficiently. The report also references several academic sources to support its analysis of the marketing function and its role in the competitive airline industry.

Relationship of marketing function with other functional areas of
organization
Marketing function plays a significant role in an organisation they identify potential products for the market where they operate. The success of the
organisation mainly depends upon the success of marketing team. Therefore it is necessary for an organisation to have strong relationship of
marketing department with other departments. Marketing function never exit in isolation within an organisation. Therefore the relationship should
be strong enough which will help the company to achieve its objective smoothly. There exit a strong relationship between British Airways
marketing function and other functional areas of the company. Marketing department has to interact with Human Resources, legal, production,
sales, operational and research and development departments. This relationship can be explained below:
Marketing with Human Resource
Marketing and HR works in collaboration with each in order to
achieve company objectives. For example HR recruits well qualified
employees for marketing team which possess the skills and marketers
which can help British Airways to achieve its marketing objectives.
Human resource department will score, assess application form and
will organise interview. In this way in British Airways the Human
Resource department and Marketing department work in closely with
each other.
Marketing with Sales department
These both department are closely related as they have same goals yet
with different departments. Marketing department plays an important
role in generating awareness and attracting customers to buy tickets.
Sales team with the help of marketing department which undertake
various promotion activities including advertising, sales promotion and
providing offers which increases the sale of the company thereby
achieving its objectives.
Marketing with Production Department
Marketing department gather information regarding customer taste
and preferences, needs of the customers, quality and value of the
product. Marketing department make research relate to the likes and
dislikes of the customers so that they can inform the production
department to produce as per the need of the customers at reasonable
price. In British Airways the marketing department research related to
the services and facilities that needs to be provided to the customer at
affordable price so, with the help of information gathered by
marketing department production becomes able to develop and
produce a product or service for customers as per their need and
preferences. Due to this relationship between the two departments is
able to meet out its objectives in an effective manner.
Marketing with Research and Development
R&D department make research and thus generate new ideas,
innovations thereby create a new products or services in an organisation.
In order to survive in an environment the company should be competitive
by encouraging new idea in the organisation. The Airline industry has
gone under a drastic change from sellers’ market to buyers’ market. So in
order to cope up with these change the Research and Development gather
appropriate information which help marketing department to develop
strategies to attract potential customers in the industry.
REFERENCES
COUASME, M. and GURGEY, J., 2016. Airlines experiential
marketing: gaining and retaining customers: Case studies of British
Airways, SAS, Air France, Easy jet and KLM.
Gorski, H., Fuciu, M. and Dumitrescu, L., 2016. CORPORATE
SOCIAL RESPONSIBILITY AND MARKETING
COMMUNICATION. Revista Economica. 68(2).
Iordanova, D., 2018. Global film at global airlines: a “territory” in the
air. Alphaville: Journal of Film and Screen Media.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare
them, how to profit from them. John Wiley & Sons.
Marketing with Operational
Operational includes many activities such as packaging, warehousing
and distribution which means it include all activities starting from
production to providing it to the customers. So in case of British Airway
the marketer make research of the schedule, route, services and facilities,
preferred by the customer and how they should be delivered. This
information is provided to operations department to check whether all the
facilities and service are given according to the needs of the customer or
not.