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TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case) 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 TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case) case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case) case study is a Harvard Business School (HBR) case study written by V. Kasturi Rangan, Sunru Yong. The TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case) (referred as “Truearth Pizza” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Market research.

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 TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case) Case Study


When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version.Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product concept for pizza. In an increasingly competitive market, TruEarth is focused on beating its competition and wants to act quickly and decisively. The company conducts extensive market research, first using focus groups to test the concept and then following up with take-home trials. Acting as brand managers, students must complete a quantitative analysis of the available data to project the sales volume for pizza and then decide whether to bring the new product to market.


Case Authors : V. Kasturi Rangan, Sunru Yong

Topic : Sales & Marketing

Related Areas : Market research




Calculating Net Present Value (NPV) at 6% for TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case) Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10027329) -10027329 - -
Year 1 3444277 -6583052 3444277 0.9434 3249318
Year 2 3982742 -2600310 7427019 0.89 3544626
Year 3 3950354 1350044 11377373 0.8396 3316793
Year 4 3244062 4594106 14621435 0.7921 2569601
TOTAL 14621435 12680338


The Net Present Value at 6% discount rate is 2653009

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. Internal Rate of Return
2. Net Present Value
3. Payback Period
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Truearth Pizza 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 Truearth Pizza 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 TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)

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 Sales & Marketing 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 Truearth Pizza 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 Truearth Pizza 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 %
Discounted
Cash Flows
Year 0 (10027329) -10027329 - -
Year 1 3444277 -6583052 3444277 0.8696 2995023
Year 2 3982742 -2600310 7427019 0.7561 3011525
Year 3 3950354 1350044 11377373 0.6575 2597422
Year 4 3244062 4594106 14621435 0.5718 1854803
TOTAL 10458773


The Net NPV after 4 years is 431444

(10458773 - 10027329 )






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 %
Discounted
Cash Flows
Year 0 (10027329) -10027329 - -
Year 1 3444277 -6583052 3444277 0.8333 2870231
Year 2 3982742 -2600310 7427019 0.6944 2765793
Year 3 3950354 1350044 11377373 0.5787 2286084
Year 4 3244062 4594106 14621435 0.4823 1564459
TOTAL 9486567


The Net NPV after 4 years is -540762

At 20% discount rate the NPV is negative (9486567 - 10027329 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Truearth Pizza 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 Truearth Pizza has a NPV value higher than Zero then finance managers at Truearth Pizza 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 Truearth Pizza, then the stock price of the Truearth Pizza 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 Truearth Pizza 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 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 can impact the cash flow of the project.

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

V. Kasturi Rangan, Sunru Yong (2018), "TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case) Harvard Business Review Case Study. Published by HBR Publications.