Luna Pen Case Writeup

Report on Luna Pen shift PA major(ip) 0420830 Lee Joo-Hyun Q1. If you were in Erikas position, what steps might give you the startperform chance of achieving your goals? First of all, I think its rather heartbreaking to prepare negotiation plan solely based on sort of specific race/nationality. But still its foolish to dismiss cultural difference. Since negotiation counterpart Feng is not from mainland China but from Taiwan, I believe there would be little or no damage of Erika being female.But in case DGG is planning a bigger delineation (for example, sharing distribution system of Global Service in Asia region) than further resolving trademark right issue, I think it is better to contend the fact Taiwanese regard Guan-Xi (relationship) as important aspect in terms of long term, friendly relationship. Therefore it would probably be a good idea to prepare a male represent with confusable position to Erika along with her. Secondly Erika needs to gather more than reading about the counterpart Feng and Global Service.After all, negotiation process is to find via media or creative option between my simplicity conditions/needs and their constraint conditions/needs. Ill discuss about it more in following inquire 2. Thirdly, Erika needs to build up negotiation plan. She need to determine what DGG mean to/should earn and how far DGG substructure back down. After defining goals & constraints (or screen background Maginot Line), assuming the worst case scenario is also important step.In this case, the worst case possible could be something like this Feng & Global Service ref pulmonary tuberculosiss to negociate, pointing out that DGG toss and stop reservation product under the name of Luna. Thus DGG is leftfield with no other choice but to file an uncertain font which would be both time consuming and costly. To prevent this from happening, it would be unwise to start the first contact with firm stand like composing Feng that his company must c ease its unauthorized use of he Luna name, and that DGG is alert to file lawsuit if necessary. Instead, I think its better to mean that DGG is aware of the fact that Luna pen is selling well under the trade and distribution power of Feng and Global Service and DGG is more than willing to negotiate about the usage of Luna name. Q2. What further information might you need in the lead contacting Feng and how might you realistically obtain it? First of all, DGG need to figure out brand value (or brand power) of Luna by doing brief market research.By doing so, DGG can tell how oft the brand power affected the total sale of Fengs Luna pen and use it as a sharable standard in negotiation. I believe this data can be obtained rather simply. on the whole DGG have to do is to run series of survey to group of customers, postulation their willingness to pay for given pen with/without brand name Luna. Secondly, it would be a good idea to find potential debauchers that are willing to buy the trademark Luna. The information of potential buyers could later be used as a mean to pressure Feng and Global Service if necessary.Since selling Luna brand would not harm DGG, by contacting company in pen making business, DGG can obtain information of potential buyers while spreading intelligence operation that DGG is trying to sell Luna name as well. And as a stand up fixture, DGG should investigate the statutory position of DGG in this case. (Especially in terms of Taiwanese court) If DGG files a lawsuit, what are the odd of winning the case, how long will it take, and how much is the estimated cost of lawsuit?The answers to these questions are key factors to decide whether to file a lawsuit or not. If odds are against DGG, it will be more reasonable to approach this negotiation in more cooperative, soft stand. On the other hand, if the odds are in favor of DGG, DGG can use lawsuit both as leverage to pressure Feng and last resort to settle this matter. Such data can be o btained via corporate legal department.