Fresh Choice Co.: Acquiring and Transferring Knowledge Net Present Value (NPV) / MBA Resources

Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?

NPV solution for Fresh Choice Co.: Acquiring and Transferring Knowledge case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Fresh Choice Co.: Acquiring and Transferring Knowledge case study is a Harvard Business School (HBR) case study written by Jeffrey Pfeffer. The Fresh Choice Co.: Acquiring and Transferring Knowledge (referred as “Fresh Choice” from here on) case study provides evaluation & decision scenario in field of Organizational Development. It also touches upon business topics such as - Value proposition, Human resource management, Leadership, Mergers & acquisitions, Organizational culture, Strategy execution.

The net present value (NPV) of an investment proposal is the present value of the proposal’s net cash flows less the proposal’s initial cash outflow. If a project’s NPV is greater than or equal to zero, the project should be accepted.

NPV = Present Value of Future Cash Flows LESS Project’s Initial Investment

Case Description of Fresh Choice Co.: Acquiring and Transferring Knowledge Case Study

Fresh Choice, a restaurant in the throes of recovering from substantial financial difficulties, had borrowed ideas on things ranging from restaurant design to recipes from a competitor. That competitor had itself been started as an imitator of the Fresh Choice salad-buffet concept, indicating that there was transfer of practices and knowledge when the firms were competitors. But once Fresh Choice acquired the other firm, in an effort to acquire its intellectual capital as well as some excellent locations, the transfer of knowledge inside the firm occurred with more difficulty. The questions facing Fresh Choice senior management at this point are as follows: What can they learn from the events that have transpired after the acquisition? What might have they done differently? Why did the problems arise? And, most importantly, what might they do differently in the future to realize more of the benefits of acquisitions and mergers?

Case Authors : Jeffrey Pfeffer

Topic : Organizational Development

Related Areas : Human resource management, Leadership, Mergers & acquisitions, Organizational culture, Strategy execution

Calculating Net Present Value (NPV) at 6% for Fresh Choice Co.: Acquiring and Transferring Knowledge Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10012710) -10012710 - -
Year 1 3446685 -6566025 3446685 0.9434 3251590
Year 2 3972315 -2593710 7419000 0.89 3535346
Year 3 3942261 1348551 11361261 0.8396 3309998
Year 4 3224694 4573245 14585955 0.7921 2554260
TOTAL 14585955 12651194

The Net Present Value at 6% discount rate is 2638484

In isolation the NPV number doesn't mean much but put in right context then it is one of the best method to evaluate project returns. In this article we will cover -

Different methods of capital budgeting

What is NPV & Formula of NPV,
How it is calculated,
How to use NPV number for project evaluation, and
Scenario Planning given risks and management priorities.

Capital Budgeting Approaches

Methods of Capital Budgeting

There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Net Present Value
2. Payback Period
3. Profitability Index
4. Internal Rate of Return

Apart from the Payback period method which is an additive method, rest of the methods are based on Discounted Cash Flow technique. Even though cash flow can be calculated based on the nature of the project, for the simplicity of the article we are assuming that all the expected cash flows are realized at the end of the year.

Discounted Cash Flow approaches provide a more objective basis for evaluating and selecting investment projects. They take into consideration both –

1. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Fresh Choice shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.
2. Timing of the expected cash flows – stockholders of Fresh Choice have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

Formula and Steps to Calculate Net Present Value (NPV) of Fresh Choice Co.: Acquiring and Transferring Knowledge

NPV = Net Cash In Flowt1 / (1+r)t1 + Net Cash In Flowt2 / (1+r)t2 + … Net Cash In Flowtn / (1+r)tn
Less Net Cash Out Flowt0 / (1+r)t0

Where t = time period, in this case year 1, year 2 and so on.
r = discount rate or return that could be earned using other safe proposition such as fixed deposit or treasury bond rate. Net Cash In Flow – What the firm will get each year.
Net Cash Out Flow – What the firm needs to invest initially in the project.

Step 1 – Understand the nature of the project and calculate cash flow for each year.
Step 2 – Discount those cash flow based on the discount rate.
Step 3 – Add all the discounted cash flow.
Step 4 – Selection of the project

Why Organizational Development Managers need to know Financial Tools such as Net Present Value (NPV)?

In our daily workplace we often come across people and colleagues who are just focused on their core competency and targets they have to deliver. For example marketing managers at Fresh Choice often design programs whose objective is to drive brand awareness and customer reach. But how that 30 point increase in brand awareness or 10 point increase in customer touch points will result into shareholders’ value is not specified.

To overcome such scenarios managers at Fresh Choice needs to not only know the financial aspect of project management but also needs to have tools to integrate them into part of the project development and monitoring plan.

Calculating Net Present Value (NPV) at 15%

After working through various assumptions we reached a conclusion that risk is far higher than 6%. In a reasonably stable industry with weak competition - 15% discount rate can be a good benchmark.

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 15 %
Cash Flows
Year 0 (10012710) -10012710 - -
Year 1 3446685 -6566025 3446685 0.8696 2997117
Year 2 3972315 -2593710 7419000 0.7561 3003641
Year 3 3942261 1348551 11361261 0.6575 2592101
Year 4 3224694 4573245 14585955 0.5718 1843729
TOTAL 10436588

The Net NPV after 4 years is 423878

(10436588 - 10012710 )

Calculating Net Present Value (NPV) at 20%

If the risk component is high in the industry then we should go for a higher hurdle rate / discount rate of 20%.

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 20 %
Cash Flows
Year 0 (10012710) -10012710 - -
Year 1 3446685 -6566025 3446685 0.8333 2872238
Year 2 3972315 -2593710 7419000 0.6944 2758552
Year 3 3942261 1348551 11361261 0.5787 2281401
Year 4 3224694 4573245 14585955 0.4823 1555119
TOTAL 9467309

The Net NPV after 4 years is -545401

At 20% discount rate the NPV is negative (9467309 - 10012710 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Fresh Choice to discount cash flow at lower discount rates such as 15%.

Acceptance Criteria of a Project based on NPV

Simplest Approach – If the investment project of Fresh Choice has a NPV value higher than Zero then finance managers at Fresh Choice can ACCEPT the project, otherwise they can reject the project. This means that project will deliver higher returns over the period of time than any alternate investment strategy.

In theory if the required rate of return or discount rate is chosen correctly by finance managers at Fresh Choice, then the stock price of the Fresh Choice should change by same amount of the NPV. In real world we know that share price also reflects various other factors that can be related to both macro and micro environment.

In the same vein – accepting the project with zero NPV should result in stagnant share price. Finance managers use discount rates as a measure of risk components in the project execution process.

Sensitivity Analysis

Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Fresh Choice should conduct a sensitivity analysis to better understand not only the inherent risk of the projects but also how those risks can be either factored in or mitigated during the project execution. Sensitivity analysis helps in –

What are the uncertainties surrounding the project Initial Cash Outlay (ICO’s). ICO’s often have several different components such as land, machinery, building, and other equipment.

What will be a multi year spillover effect of various taxation regulations.

Understanding of risks involved in the project.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

What can impact the cash flow of the project.

Some of the assumptions while using the Discounted Cash Flow Methods –

Projects are assumed to be Mutually Exclusive – This is seldom the came in modern day giant organizations where projects are often inter-related and rejecting a project solely based on NPV can result in sunk cost from a related project.

Independent projects have independent cash flows – As explained in the marketing project – though the project may look independent but in reality it is not as the brand awareness project can be closely associated with the spending on sales promotions and product specific advertising.

References & Further Readings

Jeffrey Pfeffer (2018), "Fresh Choice Co.: Acquiring and Transferring Knowledge Harvard Business Review Case Study. Published by HBR Publications.