Du Pont Teflon: China Brand Strategy 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 Du Pont Teflon: China Brand Strategy case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Du Pont Teflon: China Brand Strategy case study is a Harvard Business School (HBR) case study written by Kent E. Neupert. The Du Pont Teflon: China Brand Strategy (referred as “Nonstick Pont” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Product development.

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

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Case Description of Du Pont Teflon: China Brand Strategy Case Study

By 1996, Du Pont had spent six years helping licensee manufacturers to develop the Chinese market for nonstick cookware. Although Du Pont Teflon brand coating held 80% of the nonstick market, the nonstick market overall represented 2% of the Chinese cookware market. Moreover, the amount of money spent on developing the nonstick market exceeded the revenue that Du Pont received in the Chinese market. If Du Pont decided to take a different role in the market, it faced many obstacles that required significant additional investment. It appeared that the Chinese market offered tremendous opportunity, but it would require new efforts, skills, distribution channels, and patience. Dupont's decision represented a move from being moderately involved in developing the Chinese nonstick cookware market to taking a very active leadership role in the market.

Case Authors : Kent E. Neupert

Topic : Sales & Marketing

Related Areas : Product development

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Calculating Net Present Value (NPV) at 6% for Du Pont Teflon: China Brand Strategy Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10015716)	-10015716	-	-
Year 1	3470352	-6545364	3470352	0.9434	3273917
Year 2	3959976	-2585388	7430328	0.89	3524365
Year 3	3964720	1379332	11395048	0.8396	3328855
Year 4	3226904	4606236	14621952	0.7921	2556010
TOTAL			14621952		12683147

The Net Present Value at 6% discount rate is 2667431

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.

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Capital Budgeting Approaches

Methods of Capital Budgeting

There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Profitability Index
2. Payback Period
3. Net Present Value
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. Nonstick Pont 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 Nonstick Pont have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of Du Pont Teflon: China Brand Strategy

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 Nonstick Pont 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 Nonstick Pont 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	(10015716)	-10015716	-	-
Year 1	3470352	-6545364	3470352	0.8696	3017697
Year 2	3959976	-2585388	7430328	0.7561	2994311
Year 3	3964720	1379332	11395048	0.6575	2606868
Year 4	3226904	4606236	14621952	0.5718	1844993
TOTAL					10463869

The Net NPV after 4 years is 448153

(10463869 - 10015716 )

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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	(10015716)	-10015716	-	-
Year 1	3470352	-6545364	3470352	0.8333	2891960
Year 2	3959976	-2585388	7430328	0.6944	2749983
Year 3	3964720	1379332	11395048	0.5787	2294398
Year 4	3226904	4606236	14621952	0.4823	1556184
TOTAL					9492526

The Net NPV after 4 years is -523190

At 20% discount rate the NPV is negative (9492526 - 10015716 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Nonstick Pont 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 Nonstick Pont has a NPV value higher than Zero then finance managers at Nonstick Pont 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 Nonstick Pont, then the stock price of the Nonstick Pont 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 Nonstick Pont 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.

What can impact the cash flow of the project.

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.

Understanding of risks involved in the project.

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.

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Negotiation Strategy of Du Pont Teflon: China Brand Strategy

References & Further Readings

Kent E. Neupert (2018), "Du Pont Teflon: China Brand Strategy Harvard Business Review Case Study. Published by HBR Publications.