Free Luna Pen (A) Case Study Solution | Assignment Help

MBA Staff Writer
Written by Gary F. Smith
Publish Date: 2024-12-04

Harvard Case - Luna Pen (A)

"Luna Pen (A)" Harvard business case study is written by Michael A. Wheeler, Kathleen L. McGinn. It deals with the challenges in the field of Negotiation. The case study is 10 page(s) long and it was first published on : Nov 15, 1995

At Fern Fort University, we recommend that Luna Pen adopt a principled negotiation strategy with BIC to achieve a mutually beneficial outcome. This strategy should focus on identifying and addressing the interests of both parties, while also considering the BATNA and ZOPA.

2. Background

Luna Pen, a leading manufacturer of writing instruments, is considering acquiring BIC, a French company with a strong global presence. The acquisition would allow Luna Pen to expand its market share and product offerings, but it also presents several challenges, including cultural differences, antitrust concerns, and potential labor issues.

3. Analysis of the Case Study

Using a strategic framework, we have analyzed the case study and identified the following key issues:
  • Strategic fit: The acquisition of BIC would be a good strategic fit for Luna Pen, as it would allow the company to expand its market share and product offerings. However, there are some potential cultural differences that could make the integration of the two companies difficult.
  • Financial implications: The acquisition of BIC would be a significant financial investment for Luna Pen. The company would need to carefully consider the costs of the acquisition, as well as the potential benefits.
  • Marketing implications: The acquisition of BIC would give Luna Pen access to BIC's strong global brand and distribution network. This would allow Luna Pen to reach new markets and customers.
  • Operational implications: The acquisition of BIC would require Luna Pen to integrate two large and complex organizations. This could be a challenging process, and it could lead to disruptions in operations.

4. Recommendaations

Based on our analysis, we recommend that Luna Pen adopt the following steps:
  • Conduct due diligence: Luna Pen should conduct thorough due diligence on BIC to assess the company's financial health, legal compliance, and operational efficiency.
  • Develop a negotiation strategy: Luna Pen should develop a principled negotiation strategy that focuses on identifying and addressing the interests of both parties.
  • Negotiate a fair price: Luna Pen should negotiate a fair price for BIC that reflects the company's value and the potential benefits of the acquisition.
  • Integrate the two companies: Luna Pen should develop a plan to integrate the two companies in a way that minimizes disruptions and maximizes synergies.

5. Basis of Recommendaations

Our recommendations are based on the following assumptions:
  • Luna Pen has the financial resources to acquire BIC.
  • BIC is a good strategic fit for Luna Pen.
  • The two companies can be integrated successfully.
  • The acquisition will be approved by regulators.

6. Conclusion

The acquisition of BIC would be a major undertaking for Luna Pen, but it also has the potential to be a very successful one. By carefully considering the risks and benefits involved, and by adopting a principled negotiation strategy, Luna Pen can increase the likelihood of a successful outcome.

7. Discussion

There are several other alternatives that Luna Pen could consider, including:
  • Acquiring a smaller company: This would be a less risky option, but it would also limit Luna Pen's growth potential.
  • Entering into a joint venture with BIC: This would allow Luna Pen to share the risks and rewards of the acquisition, but it would also limit its control over the company.
  • Not acquiring BIC: This would be the safest option, but it would also mean that Luna Pen would miss out on the potential benefits of the acquisition.

The key risks associated with the acquisition of BIC include:

  • The acquisition could be too expensive.
  • The two companies could not be integrated successfully.
  • The acquisition could be blocked by regulators.

8. Next Steps

If Luna Pen decides to acquire BIC, the company should take the following steps:
  • Develop a detailed integration plan.
  • Communicate the acquisition to employees and customers.
  • Monitor the integration process closely.
  • Make adjustments as needed.

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Case Description

Discusses the negotiation of a possible trademark infringement involving a German conglomerate and a Taiwanese trading firm.

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