Cenveo: World-Renowned Printing Powerhouse Worth $1.3 Billion - Essay Sample

Introduction

Cenveo is a world-renown company that deals with printing and other related activities. The company is worth $1.3 billion and is among its most significant kind in the printing and photocopying industry. The company has managed to become famous and beat its competition due to its ability to handle its customers respectfully, effective product promotion campaigns, and using the latest technology to create the best copies and printouts, hence making them a reliable partner for all of their consumers' printing and photocopying needs. The company has over 30 branches in the US and has manufacturing operations in Asia, South America, and Central America (Cenveo 2020). They have their headquarters in Stanford, Connecticut, in the United States. In their attempts to put the needs of their customers, as part of their company policies, they ensure that they partner with their customers to understand their specific needs. Once they have established a relationship with their customers, Cenveo uses their experience to apply expertise and value to the customer's problem, thus ensuring that they deliver end products that are of high quality which is due to their use of technology and innovation to help in solving the issues that they face. Their vision is to help businesses in communication and get the word on their stellar performance spread so that they may get even more customers.

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Company Activity and Market

The organization provides services rotating around photocopying and printing and provides services that are required for companies in the market to be able to communicate effectively. For example, the company produces and prints envelopes to the specification of the customer, and is recognized globally as the best facilitator direct mail across the globe, thanks to their annual production of approximately 30 billion envelopes. The company has 14 manufacturing facilities in the US. They help in their quest to ensure that the US and the world at large get their mailing needs taken care of through the production of the envelopes that help in facilitating the process (Cenveo 2020). Additionally, the company undertakes large format printing, which is responsible for ensuring that they help organizations that need large scale production of goods and related services get their needs met and that they offer consultative services to the consumers. Therefore, the company undertakes large scale production of publications that need to be printed or reproduced. Furthermore, the company provides labeling and branding solutions by providing its consumers with labeling consultation and services for the efficient production of stickers, bar codes, and any other customer-specific labeling solutions.

Furthermore, Cenveo is a consultant for digital marketing campaigns. They help in producing the branding necessary for the provision of the effectiveness of the product promotion drives that are required. Therefore, the company is a specialist in producing computer-generated images (CGI) as well as other visual marketing campaign ideas such as photographs to ensure that their clients’ needs are addressed by the best professionals available, thus bringing in the aspect of trust and reliability to the brand. Finally, Cenveo is a publisher for hard copy books or journals, with those in the medical field being their preferred niche. The company produces their publications using the most innovative technology available, thus providing its customers with the best publication solutions that help meet the customers' needs as well as the market standards.

Cenveo’s Diversified Revenue Mix (Slideshare, 2015)

Is the selling activity B2B or B2C? If mixed, in which percentage approximately each segment? Describe each of the segments

Marketing business to business (B2B) is different from marketing from business to customer (B2C), mainly because of the difference in the dynamics of the market (Lake 2020). When B2B transactions are happening, it is usually based on the need for the two businesses to make logical decisions on the impact that the transaction will have on the prosperity of the business, as well as ensuring that the business will have gotten the best deal from the transactions it undertook. On the other hand, B2C transactions rely on the effectiveness of the strategies that the business will put in place to ensure that they touch the buyers' emotions to the point of their buying the goods that the business is proposing to the market.

Cenveo offers both B2B sales and B2C sales, intending to make the most out of their market presence and their strong brand to bring in both individuals and businesses as their customers. While the company has a preference for B2B transactions due to the possibility of getting large scale orders, they also do not ignore the once-off sales than B2C transactions mostly offer to the company. Their preference for both is based on the fact that the business dealings between businesses take time before acquiring one due to the bureaucracy in approval of procurement services, as well as the time it takes for an organization to deplete the products that they are furnished with due to large volumes of purchases. Therefore it would be vital that they get sources of business to keep them going as they work towards acquiring the large scale sales that bring in the significant profits (Lake 2020). Therefore, I believe that Cenveo uses the B2M approach, which is a combination of B2B and B2C approaches, which helps the business get customers from other firms existing in the market and individual customers. However, despite the suggestion made by the name given to the approach, the business approach has a specific target market. Therefore, it seeks to satisfy their particular needs by streamlining their operations to be within the expectations of the market they seek to penetrate in that specific time.

Describe the Selling Activity of Their Salespeople

The sales activities are the processes followed by a marketing and sales department's concentrated efforts to ensure that the organization reaches out to potential customers and compels them into buying the organization’s products. The process also ensures that they keep tabs with the customers for after-sale services as well as stimulate the customer to become a returning customer. The marketing department is also required to provide the customer with the other products and services that Cenveo offers so that in case the customer gets any need for the said goods or services, they would most likely consider the organization for the supply of the same (Sjoblom 2016). This being so, Cenveo's marketing department undertakes several activities that help ensure that their marketing and selling strategies are effective in achieving the organizational goals, that is, generating profits for the organization and the solutions that the market needs to satisfy their needs.

First, the marketing team develops sales leads, whereby potential clients are targeted. A potential customer is a sales lead in the initial sales process, and when they pass the set qualifications, they become a potential customer. The sales department will undertake several procedures to ensure that they are on the right track of getting new clients by undertaking several steps such as following up on the initiated contact by the prospects, fitting the prospects into the profiles that the company has on the potential customers based on the information from previous customers, as well as using the specifications that the potential customers give them. After profile fitting, the marketing department will monitor the trends in the market. This will help determine the direction that the marketing team will take in their attempt to make the most of the market by meeting their tastes and preferences. The sales team also heavily relies on referrals from both personal and corporate clients. This helps them maintain the current customer base and get more customers in the process.

Once the sales leads become potential clients, the marketing teams prepare for the sales meeting that will offer the first contact between the potential clients and Cenveo. The success of this process will determine whether or not the sales process will be successful. The marketing team will, therefore, prepare a convincing sales pitch to convince the potential customer why they should try out the products from Cenveo. During this meeting, the potential buyer's resistance is handled, with reassurances and discounts offered as a counter-offer to the opposition (Sjoblom 2016). The sales team will ensure that their prices are not too low or that they do not make promises that Cenveo cannot offer to the client. Once the customer resistance has been handled, the sales team will close the deal, with agreements signed and agreed on payments. The marketing department must maintain the account that they got by checking up on the customer periodically to ensure that they are okay and that they are provided whenever they need clarification or after-sale services. Account maintenance is essential in keeping the customers that Cenveo gets to be returning clients.

The SalesForce Applied by Cenveo

A salesforce refers to the allocation and management of resources to meet the objectives of the sales and marketing departments. The sales force is a detailed illustration of the issues related to customers, the market organization, and the organization's ability to access the market and win over more customers for the benefit of the organization (Lim 2019). A salesforce seeks to provide all the necessary information on the market in which the touches, as well as giving the measures through which wastages in the organization, will be minimized. The organizational goals will be achieved in the timeliest and most effective ways possible.

Given the roles that the sales force organization plays, it is vital that Cenveo set up measures to ensure that the organization reaps the benefits of gaining and maintaining customers, which translates into more profits for the organizations involved. Therefore, the sales force must be aligned in a way that fits and suits the overall organizational strategy in place. This way, the organization will establish a culture that can be replicated even when the organization sets up in other locations, with uniformity essential in creating a strong brand presence in the market. Additionally, when an organization's branches offer the same products or services and in the same manner, the consumers are assured that the quality they receive in one location will be the same in all the branches. This is important in creating and maintaining customer loyalty (Lim 2019). The second most crucial aspect of sales force management is the allocation of locations in which the sub-divided sales and marketing team will operate in. Dividing the areas and allocating specific people in the regions is essential in creating relationships between the customers and the sales team, and this is important in providing the customers with a reliable marketing team that understands them and their needs, thus ensuring that customers' needs are satisfied and that they maintain the customers due to the relationships that they create in the process.

Specialization is also taken into account when Cenveo is allocating its sales force to the marketing and sales teams concerned. When assigning a sales force, the organization will take into account the specialization skills that it has and ensure that it allocates the best-suited sales representatives. They will address the matter in the best possible way and bring about organizational success and prosperity in the locations that they are sent to. There is also a growing trend in the organization to recruit employees who are more gifted...