UB Plastics Ltd Case Study
 UB Plastics Limited is a plastic injection moulders based in Burton on Trent, Staffordshire. The company employs around 35 staff and currently trades both nationally and internationally.
The importance of languages at UB Plastics Ltd
UB Plastics primarily manufactures plastic products for the beer brewing industry and is currently trading with several major blue chip companies in Italy including Heineken, Carlsberg and Peroni. As English is not widely-spoken within these organisations, UB Plastics have faced a language barrier when trying to negotiate sales and communicate information about their products.
Sales Director, Steve Brown, has the most contact with the Italian companies so it was agreed that he should undertake some language training to improve his ability to communicate successfully with these clients.
Steve already had an interest in Italian, having picked up some basic words and phrases through visiting the country but wanted to expand his ability to write and understand the language in a business context.
As UB Plastics were engaged in Passport to Export, UK Trade & Investment’s flagship programme to help new and experienced exporters develop their overseas trade, they were able to secure funding through the programme for Steve’s business language training.
Steve began his business Italian course in the summer of 2009 and UB Plastics are already reaping the benefits of being able to speak the language of their customers.
The day-to-day role of languages at UB Plastics
Steve has a lot of contact with his clients in Italy through emails and letters, which is why his language training concentrated on improving his ability to read and write the language. Since undertaking the training, Steve is more confident in communicating through both written and spoken Italian, and this confidence has been the key to increasing sales and retaining existing customers.
What the future holds
Despite their increased success in the Italian market, UB Plastics are keen to improve communications with other overseas customers. The company also deals with clients in Germany and Spain so training in both of these languages is something they are considering for the future.
Going forward, should the funding become available, they would also consider website localisation, which would make their website more accessible to customers in Italy, Germany and Spain.
Words of wisdom for other businesses dealing with international clients
“I was under the assumption that everyone spoke English but having travelled to Spain, Germany, Italy and France I found out that was not the case. Learning the language has really helped me to communicate and I would advise other businesses trading overseas to learn as much as they can about their customers’ language and culture as it really helps the business relationship if you can make that effort.”
Steve Brown, Sales Director, UB Plastics
Further information
To find out more about UB Plastics please visit their website www.ubplastics.co.uk
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