British American Tobacco (BAT) is the market leader in the Romanian tobacco industry. Operations began, as a local affiliate, in 1994 and BAT Romania was founded as a domestic business entity in 1996. Local production began at the company’s Ploiesti factory in 1997. The factory now employs more than 500 staff and produces brands including Kent, Lucky Strike, Pall Mall, Dunhill, Vogue, Viceroy and Rothmans for both local and international markets.

The company’s sales agents had previously been using a range of dot matrix printers for printing all required documents to carry out their daily engagement with customers. However, poor printer performance, costly printer consumables, printer size and issues related to limited connectivity led to BAT looking for a new solution to ensure that their sales agents’ productivity levels were improved. They looked to upgrade to a printer that could withstand the rigours of the field sales environment and that could grow with them in the future.

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