Luna Case Study: Negotiating with Global Services
Added on 2022-12-26
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LUNA CASE STUDY 1
LUNA PENA CASE STUDY
Name
Course
Tutor
University
City/State
Date
LUNA PENA CASE STUDY
Name
Course
Tutor
University
City/State
Date
LUNA CASE STUDY
2
Executive summary
The case study involves Luna pens that were abandoned by DGG, but later on, it was
discovered that the pens were manufactured by Global Service a company in Thailand that was
led by Mr. Feng in selling fake products. The case study entails analyzing the negotiation
strategy to be employed by Erika to enter into negotiations with Mr. Feng who is the head of
Global Services.
2
Executive summary
The case study involves Luna pens that were abandoned by DGG, but later on, it was
discovered that the pens were manufactured by Global Service a company in Thailand that was
led by Mr. Feng in selling fake products. The case study entails analyzing the negotiation
strategy to be employed by Erika to enter into negotiations with Mr. Feng who is the head of
Global Services.
LUNA CASE STUDY
4
1.0 Introduction
The case study entails Erika who is a new employee at DGG tasked with negotiating on
behalf of the company following some findings she had unearthed while working.DGG had
acquired Luna, and until the death of the owner of Luna, Luna pens were being manufactured
under DGG in a different department. However, DGG decided to close the department for
manufacturing Luna as it found it unprofitable and that is how Luna ceased the market for pens.
However, as it was discovered later, Global services was making Luna pens which were deemed
fake and was thus to be sued or enter into negotiations with DGG to pay for using the Luna
brand.
2.0 Approach to negotiation with Feng
Fax Feng requesting a meeting with him in Taipei next week. Outline your understanding
that Global Service Company has built a considerable business using the Luna name
without DGG's permission. Raise the issue of back payments for past misuse of the name,
and a possible license or sale for future use
Writing to Feng and informing him of a meeting in a week would be appropriate. It
would also follow giving comprehension of the Global Service Company with regards to the
reputable business the company has made using the Luna brand without seeking DGG’s
permission.
Though Mann asserted is showing the unwillingness of his seniors at DGG to resurrect
the business of business pens, DGG would be happier if it got value for having its Luna brand
used. According to Schmidt, he found some of the files that confirmed the Luna brand had been
registered globally though this would have great significance in regions such as Europe, North
America and in particular Asian nations. Schmidt also found that some companies that had been
popular for counterfeiting had now begun to a crackdown in a bid to become transformed into
4
1.0 Introduction
The case study entails Erika who is a new employee at DGG tasked with negotiating on
behalf of the company following some findings she had unearthed while working.DGG had
acquired Luna, and until the death of the owner of Luna, Luna pens were being manufactured
under DGG in a different department. However, DGG decided to close the department for
manufacturing Luna as it found it unprofitable and that is how Luna ceased the market for pens.
However, as it was discovered later, Global services was making Luna pens which were deemed
fake and was thus to be sued or enter into negotiations with DGG to pay for using the Luna
brand.
2.0 Approach to negotiation with Feng
Fax Feng requesting a meeting with him in Taipei next week. Outline your understanding
that Global Service Company has built a considerable business using the Luna name
without DGG's permission. Raise the issue of back payments for past misuse of the name,
and a possible license or sale for future use
Writing to Feng and informing him of a meeting in a week would be appropriate. It
would also follow giving comprehension of the Global Service Company with regards to the
reputable business the company has made using the Luna brand without seeking DGG’s
permission.
Though Mann asserted is showing the unwillingness of his seniors at DGG to resurrect
the business of business pens, DGG would be happier if it got value for having its Luna brand
used. According to Schmidt, he found some of the files that confirmed the Luna brand had been
registered globally though this would have great significance in regions such as Europe, North
America and in particular Asian nations. Schmidt also found that some companies that had been
popular for counterfeiting had now begun to a crackdown in a bid to become transformed into
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