McDonald's China: The Expired Meat Scandal 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 McDonald's China: The Expired Meat Scandal case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. McDonald's China: The Expired Meat Scandal case study is a Harvard Business School (HBR) case study written by Zhigang Tao, Claudia H. L. Woo. The McDonald's China: The Expired Meat Scandal (referred as “Mcdonald's Meat” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Marketing.

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 McDonald's China: The Expired Meat Scandal Case Study

In July 2014, a Shanghai television station revealed that Shanghai Husi, a Chinese subsidiary of a reputable US-owned food supplier, was producing substandard meat products. McDonald's was one of its biggest fast food clients and had been sourcing from the supplier for more than two decades. After cutting tie with Shanghai Husi, McDonald's China and its branches in Hong Kong and Japan were forced to pull a number of products from the menu due to a severe shortage of meat and vegetable supplies. The impact of the scandal was clearly reflected in the poor performance of its sales and stock. The food scare dissipated the general belief that food produced by foreign brands was better than that from Chinese counterparts. With large foreign-owned suppliers in China no longer guaranteeing reliability, what could McDonald's China do to strengthen its supply-chain management? What lessons should it learn from the incident? Would it be better for McDonald's China to run its own food processing plants in China?

Case Authors : Zhigang Tao, Claudia H. L. Woo

Topic : Sales & Marketing

Related Areas : Marketing

Calculating Net Present Value (NPV) at 6% for McDonald's China: The Expired Meat Scandal Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10010791) -10010791 - -
Year 1 3455441 -6555350 3455441 0.9434 3259850
Year 2 3981187 -2574163 7436628 0.89 3543242
Year 3 3966576 1392413 11403204 0.8396 3330414
Year 4 3250870 4643283 14654074 0.7921 2574994
TOTAL 14654074 12708499

The Net Present Value at 6% discount rate is 2697708

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. Internal Rate of Return
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. Timing of the expected cash flows – stockholders of Mcdonald's Meat 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. Mcdonald's Meat 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 McDonald's China: The Expired Meat Scandal

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 Mcdonald's Meat 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 Mcdonald's Meat 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 (10010791) -10010791 - -
Year 1 3455441 -6555350 3455441 0.8696 3004731
Year 2 3981187 -2574163 7436628 0.7561 3010349
Year 3 3966576 1392413 11403204 0.6575 2608088
Year 4 3250870 4643283 14654074 0.5718 1858695
TOTAL 10481864

The Net NPV after 4 years is 471073

(10481864 - 10010791 )

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 (10010791) -10010791 - -
Year 1 3455441 -6555350 3455441 0.8333 2879534
Year 2 3981187 -2574163 7436628 0.6944 2764713
Year 3 3966576 1392413 11403204 0.5787 2295472
Year 4 3250870 4643283 14654074 0.4823 1567742
TOTAL 9507462

The Net NPV after 4 years is -503329

At 20% discount rate the NPV is negative (9507462 - 10010791 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Mcdonald's Meat 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 Mcdonald's Meat has a NPV value higher than Zero then finance managers at Mcdonald's Meat 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 Mcdonald's Meat, then the stock price of the Mcdonald's Meat 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 Mcdonald's Meat 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 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.

Understanding of risks involved in the project.

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

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

Zhigang Tao, Claudia H. L. Woo (2018), "McDonald's China: The Expired Meat Scandal Harvard Business Review Case Study. Published by HBR Publications.