Executive Remuneration at Reckitt Benckiser plc. 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 Executive Remuneration at Reckitt Benckiser plc. case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Executive Remuneration at Reckitt Benckiser plc. case study is a Harvard Business School (HBR) case study written by Jay W. Lorsch, V.G. Narayanan, Krishna G. Palepu, Lisa Brem. The Executive Remuneration at Reckitt Benckiser plc. (referred as “Benckiser Reckitt” from here on) case study provides evaluation & decision scenario in field of Organizational Development. It also touches upon business topics such as - Value proposition, Corporate communications, Human resource management.

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 Executive Remuneration at Reckitt Benckiser plc. Case Study

Reckitt Benckiser plc has developed an executive compensation system. This case outlines the structure of the system, its emphasis on performance-based pay and a global outlook, and explains the role of the human resources department, the board of directors, and company shareholders in determining pay. It raises questions about how to balance incentive remuneration effectively in recruiting and retaining top managers, while addressing shareholder concerns about executive compensation.

Case Authors : Jay W. Lorsch, V.G. Narayanan, Krishna G. Palepu, Lisa Brem

Topic : Organizational Development

Related Areas : Corporate communications, Human resource management

Calculating Net Present Value (NPV) at 6% for Executive Remuneration at Reckitt Benckiser plc. Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10027629) -10027629 - -
Year 1 3461937 -6565692 3461937 0.9434 3265978
Year 2 3968637 -2597055 7430574 0.89 3532073
Year 3 3953776 1356721 11384350 0.8396 3319667
Year 4 3243412 4600133 14627762 0.7921 2569086
TOTAL 14627762 12686804

The Net Present Value at 6% discount rate is 2659175

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

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

Formula and Steps to Calculate Net Present Value (NPV) of Executive Remuneration at Reckitt Benckiser plc.

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 Benckiser Reckitt 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 Benckiser Reckitt 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 (10027629) -10027629 - -
Year 1 3461937 -6565692 3461937 0.8696 3010380
Year 2 3968637 -2597055 7430574 0.7561 3000860
Year 3 3953776 1356721 11384350 0.6575 2599672
Year 4 3243412 4600133 14627762 0.5718 1854431
TOTAL 10465343

The Net NPV after 4 years is 437714

(10465343 - 10027629 )

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 (10027629) -10027629 - -
Year 1 3461937 -6565692 3461937 0.8333 2884948
Year 2 3968637 -2597055 7430574 0.6944 2755998
Year 3 3953776 1356721 11384350 0.5787 2288065
Year 4 3243412 4600133 14627762 0.4823 1564145
TOTAL 9493156

The Net NPV after 4 years is -534473

At 20% discount rate the NPV is negative (9493156 - 10027629 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Benckiser Reckitt 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 Benckiser Reckitt has a NPV value higher than Zero then finance managers at Benckiser Reckitt 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 Benckiser Reckitt, then the stock price of the Benckiser Reckitt 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 Benckiser Reckitt 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 key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

Understanding of risks involved in the project.

What can impact the cash flow of the project.

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.

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

Jay W. Lorsch, V.G. Narayanan, Krishna G. Palepu, Lisa Brem (2018), "Executive Remuneration at Reckitt Benckiser plc. Harvard Business Review Case Study. Published by HBR Publications.