Herborist: A Chinese Personal Care Brand Goes Abroad 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 Herborist: A Chinese Personal Care Brand Goes Abroad case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Herborist: A Chinese Personal Care Brand Goes Abroad case study is a Harvard Business School (HBR) case study written by Kevin Zhou, Grace Loo. The Herborist: A Chinese Personal Care Brand Goes Abroad (referred as “Herborist Chinese” 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

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Case Description of Herborist: A Chinese Personal Care Brand Goes Abroad Case Study

Herborist, a high-end Chinese personal care brand, had been steadily expanding its share in global markets since 2008. The brand distinguished itself by integrating traditional Chinese medicine with modern biotechnology and emphasising its green and organic ingredients. Whereas the Chinese were familiar with the concept, how would Herborist sell it to consumers outside mainland China who were used to using established Japanese brands, such as Shiseido and SK-II, or Western brands, such as EstA?e Lauder and Sisley? In 2001, Herborist chose to enter the Hong Kong market and test its product in this very competitive market that was dominated by the major Japanese and Western cosmetics brands. The company opened two Herborist-branded stores in major shopping centres but was forced to close them down two years later due to bad results. The company tried again in 2007, this time distributing its products through the Hong Kong personal health and beauty chain Mannings. In 2008, Herborist entered the Paris market with the help of the cosmetics chain store Sephora. Results were mixed; although some of its products became top sellers, the overall sales figures were not very promising. By 2011, Herborist was ready for the next step in its international expansion plan. Which markets should it target and what strategy should it adopt?

Case Authors : Kevin Zhou, Grace Loo

Topic : Sales & Marketing

Related Areas : Marketing

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Calculating Net Present Value (NPV) at 6% for Herborist: A Chinese Personal Care Brand Goes Abroad Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10000050)	-10000050	-	-
Year 1	3443928	-6556122	3443928	0.9434	3248989
Year 2	3964484	-2591638	7408412	0.89	3528377
Year 3	3967322	1375684	11375734	0.8396	3331040
Year 4	3240733	4616417	14616467	0.7921	2566964
TOTAL			14616467		12675369

The Net Present Value at 6% discount rate is 2675319

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. Internal Rate of Return
2. Payback Period
3. Profitability Index
4. Net Present Value

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 Herborist Chinese 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. Herborist Chinese shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of Herborist: A Chinese Personal Care Brand Goes Abroad

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 Herborist Chinese 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 Herborist Chinese 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	(10000050)	-10000050	-	-
Year 1	3443928	-6556122	3443928	0.8696	2994720
Year 2	3964484	-2591638	7408412	0.7561	2997719
Year 3	3967322	1375684	11375734	0.6575	2608579
Year 4	3240733	4616417	14616467	0.5718	1852900
TOTAL					10453918

The Net NPV after 4 years is 453868

(10453918 - 10000050 )

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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	(10000050)	-10000050	-	-
Year 1	3443928	-6556122	3443928	0.8333	2869940
Year 2	3964484	-2591638	7408412	0.6944	2753114
Year 3	3967322	1375684	11375734	0.5787	2295904
Year 4	3240733	4616417	14616467	0.4823	1562853
TOTAL					9481811

The Net NPV after 4 years is -518239

At 20% discount rate the NPV is negative (9481811 - 10000050 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Herborist Chinese 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 Herborist Chinese has a NPV value higher than Zero then finance managers at Herborist Chinese 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 Herborist Chinese, then the stock price of the Herborist Chinese 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 Herborist Chinese 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.

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Negotiation Strategy of Herborist: A Chinese Personal Care Brand Goes Abroad

References & Further Readings

Kevin Zhou, Grace Loo (2018), "Herborist: A Chinese Personal Care Brand Goes Abroad Harvard Business Review Case Study. Published by HBR Publications.