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Beijing Xiaomi Technology Co.: Growth Via Online Channels 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 Beijing Xiaomi Technology Co.: Growth Via Online Channels case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Beijing Xiaomi Technology Co.: Growth Via Online Channels case study is a Harvard Business School (HBR) case study written by Miao Cui, Yanhong Guo, Feixiang Peng, Jilong Wang. The Beijing Xiaomi Technology Co.: Growth Via Online Channels (referred as “Xiaomi Channels” 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 Beijing Xiaomi Technology Co.: Growth Via Online Channels Case Study


Beijing Xiaomi Technology Co. Ltd. (Xiaomi) had grown into the third-largest cell phone brand in China and the sixth-largest in the world. The company solely deployed online channels, which contributed to its success. In the initial stage, Xiaomi depended on its own online channel to interact with consumers to develop user-friendly products and sell products. Three years after its inception, the company successfully established its flagship store on the largest business-to-consumer e-commerce platform in China. However, Xiaomi was facing a series of challenges, such as competitors' imitation and consumer complaints regarding services. Xiaomi was at a crossroads: should it stick to its online channels or develop online-to-offline channels? Miao Cui is affiliated with Dalian University of Technology.


Case Authors : Miao Cui, Yanhong Guo, Feixiang Peng, Jilong Wang

Topic : Sales & Marketing

Related Areas : Marketing




Calculating Net Present Value (NPV) at 6% for Beijing Xiaomi Technology Co.: Growth Via Online Channels Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10001285) -10001285 - -
Year 1 3466634 -6534651 3466634 0.9434 3270409
Year 2 3954631 -2580020 7421265 0.89 3519608
Year 3 3972877 1392857 11394142 0.8396 3335704
Year 4 3234762 4627619 14628904 0.7921 2562234
TOTAL 14628904 12687956


The Net Present Value at 6% discount rate is 2686671

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. Xiaomi Channels 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 Xiaomi Channels 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 Beijing Xiaomi Technology Co.: Growth Via Online Channels

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 Xiaomi Channels 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 Xiaomi Channels 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 (10001285) -10001285 - -
Year 1 3466634 -6534651 3466634 0.8696 3014464
Year 2 3954631 -2580020 7421265 0.7561 2990269
Year 3 3972877 1392857 11394142 0.6575 2612231
Year 4 3234762 4627619 14628904 0.5718 1849486
TOTAL 10466450


The Net NPV after 4 years is 465165

(10466450 - 10001285 )






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 (10001285) -10001285 - -
Year 1 3466634 -6534651 3466634 0.8333 2888862
Year 2 3954631 -2580020 7421265 0.6944 2746272
Year 3 3972877 1392857 11394142 0.5787 2299119
Year 4 3234762 4627619 14628904 0.4823 1559974
TOTAL 9494226


The Net NPV after 4 years is -507059

At 20% discount rate the NPV is negative (9494226 - 10001285 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Xiaomi Channels 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 Xiaomi Channels has a NPV value higher than Zero then finance managers at Xiaomi Channels 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 Xiaomi Channels, then the stock price of the Xiaomi Channels 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 Xiaomi Channels 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 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.

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.

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

Miao Cui, Yanhong Guo, Feixiang Peng, Jilong Wang (2018), "Beijing Xiaomi Technology Co.: Growth Via Online Channels Harvard Business Review Case Study. Published by HBR Publications.