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Sorrell Ridge: Slotting Allowances 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 Sorrell Ridge: Slotting Allowances case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Sorrell Ridge: Slotting Allowances case study is a Harvard Business School (HBR) case study written by John A. Quelch, Aimee L. Stern. The Sorrell Ridge: Slotting Allowances (referred as “Slotting Allowances” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, .

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 Sorrell Ridge: Slotting Allowances Case Study


This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.Management is attempting to penetrate the California retail grocery market with the company's line of all-fruit preserves. Substantial up-front fees (slotting allowances) have been requested by the chains. Management must decide how to respond.


Case Authors : John A. Quelch, Aimee L. Stern

Topic : Sales & Marketing

Related Areas :




Calculating Net Present Value (NPV) at 6% for Sorrell Ridge: Slotting Allowances Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10028739) -10028739 - -
Year 1 3467461 -6561278 3467461 0.9434 3271190
Year 2 3969893 -2591385 7437354 0.89 3533191
Year 3 3962803 1371418 11400157 0.8396 3327246
Year 4 3235708 4607126 14635865 0.7921 2562984
TOTAL 14635865 12694610


The Net Present Value at 6% discount rate is 2665871

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 Slotting Allowances 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. Slotting Allowances 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 Sorrell Ridge: Slotting Allowances

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 Slotting Allowances 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 Slotting Allowances 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 (10028739) -10028739 - -
Year 1 3467461 -6561278 3467461 0.8696 3015183
Year 2 3969893 -2591385 7437354 0.7561 3001809
Year 3 3962803 1371418 11400157 0.6575 2605607
Year 4 3235708 4607126 14635865 0.5718 1850027
TOTAL 10472627


The Net NPV after 4 years is 443888

(10472627 - 10028739 )






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 (10028739) -10028739 - -
Year 1 3467461 -6561278 3467461 0.8333 2889551
Year 2 3969893 -2591385 7437354 0.6944 2756870
Year 3 3962803 1371418 11400157 0.5787 2293289
Year 4 3235708 4607126 14635865 0.4823 1560430
TOTAL 9500140


The Net NPV after 4 years is -528599

At 20% discount rate the NPV is negative (9500140 - 10028739 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Slotting Allowances 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 Slotting Allowances has a NPV value higher than Zero then finance managers at Slotting Allowances 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 Slotting Allowances, then the stock price of the Slotting Allowances 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 Slotting Allowances 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 will be a multi year spillover effect of various taxation regulations.

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.

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.

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

John A. Quelch, Aimee L. Stern (2018), "Sorrell Ridge: Slotting Allowances Harvard Business Review Case Study. Published by HBR Publications.