Cooknell Optronics
In today's world of commerce, languages are as important as computers.
Cooknell Optronics has been designing and producing fibre optic products for the telecommunications and defence industries for almost ten years. Its customers include customers in the telecommunications, defence and medical industries as well as various university "spin off" companies.
The company's core business is the production of generic patchcords and pigtails but they also carry out prototype work and limited production runs to customers' own designs. Their contract manufacturing division works for a number of customers, many not associated with the telecommunications industry.
Their factory is located on the Lynch Lane Trading Estate in Weymouth, Dorset, and has over 40000 sq ft of production area.
Overcoming language and cultural barriers to trade
As part of this growth the company are now seeking to export their expertise and products to the wider global market. As it stands their goods are directly exported and used in only a few (mainly English speaking) countries. Indirectly (i.e. via a third party) the goods are used worldwide.
In order to grow the direct export side of their business they have realised that there will undoubtedly be language and cultural barriers which they will come across and they want to overcome these to ensure maximum sales potential overseas.
When asked why they have chosen to take part in Business Language Champions, Paul Tyler the company's Managing Director explained, 'we hope to gain a greater understanding of language teaching in schools, and to have the chance to share our knowledge with other companies involved in the scheme.'
The right tools for the job
Paul feels that, 'in today's increasingly international market it is important to communicate in other languages. Customers need to know that you care about them. They are impressed if they think you have taken the trouble to learn about them and their culture.'
Until now the company has not committed any resources to developing multilingual talent but Paul says they are aware that they need to if they are to enlarge their customer base overseas.
A little language goes a long way...
When asked about the company's current use of and understanding of foreign languages and cultures Paul explained, 'we use very little language at present but we do understand the need to appreciate cultural differences. At present we are building up our overseas contacts so have had little opportunity to put our knowledge to the test.
Paul and his company are looking forward to being ambassadors of 'business language' across the region, and working with their partner school Budmouth Technology College. Paul hopes to inspire the young linguists of the future and will be initiating a mini-project through the scheme which sets to motivate and teach children about business language and culture. 'My key message to the region's children will be that in today's world of commerce, languages are as important as computers. As with everything in business, you simply need the right tools for the job.
Visit the Cooknell Optronics website at www.cooknelloptronics.co.uk
Back to Business Language Champions case study index
