Konica Minolta Business Solutions: A Professional Approach to Selling (B) 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 Konica Minolta Business Solutions: A Professional Approach to Selling (B) case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Konica Minolta Business Solutions: A Professional Approach to Selling (B) case study is a Harvard Business School (HBR) case study written by Prabakar Kothandaraman, Sudha Mani, William J. Healy. The Konica Minolta Business Solutions: A Professional Approach to Selling (B) (referred as “Kmbs Swanson” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Manufacturing, Sales, Technology.

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 Konica Minolta Business Solutions: A Professional Approach to Selling (B) Case Study

Supplement to case NA0405. Konica Minolta Business Solutions (KMBS) was a leader in advanced document management technologies. Its business solutions were grouped under office systems, print production, and printers. Its business solutions were grouped under office systems, print production, and printers. Peter Daniel, Branch Manager for northern New Jersey at KMBS, recently assigned Bill Swanson to be the sales rep responsible for Bergen and Passaic counties in New Jersey. Swanson was assigned the responsibility of winning an important account away from competitors, namely, NYCG, a large global accounting and consulting firm in Wayne, New Jersey. Swanson had to draft a plan to gather information from the prospect. The sales process can be classified into three key phases: prospecting, needs identification, and proposing a solution and closing the deal. The KMBS cases (A), (B), and (C) primarily focus on needs identification. In KMBS(A), Swanson had to develop the plan of action for planning, preparing, and approaching NYCG. In KMBS(B), Swanson met with the Global Procurement Director at NYCG, Bob Benedict, to understand NYCG's needs. He also met with Peter Daniel to discuss how they should continue to identify NYCG's needs. Finally, in KMBS(C), Swanson met with the heads of the Distributed Print Services and Central Print Services divisions, as well as other users at NYCG, to understand their needs. These efforts should help KMBS create a custom solution for NYCG. Swanson and Daniel thus must decide which solutions to present to NYCG.

Case Authors : Prabakar Kothandaraman, Sudha Mani, William J. Healy

Topic : Sales & Marketing

Related Areas : Manufacturing, Sales, Technology

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Calculating Net Present Value (NPV) at 6% for Konica Minolta Business Solutions: A Professional Approach to Selling (B) Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10024605)	-10024605	-	-
Year 1	3462680	-6561925	3462680	0.9434	3266679
Year 2	3982656	-2579269	7445336	0.89	3544550
Year 3	3974782	1395513	11420118	0.8396	3337304
Year 4	3228529	4624042	14648647	0.7921	2557297
TOTAL			14648647		12705830

The Net Present Value at 6% discount rate is 2681225

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. Payback Period
2. Net Present Value
3. Internal Rate of Return
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 Kmbs Swanson 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. Kmbs Swanson 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 Konica Minolta Business Solutions: A Professional Approach to Selling (B)

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 Kmbs Swanson 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 Kmbs Swanson 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	(10024605)	-10024605	-	-
Year 1	3462680	-6561925	3462680	0.8696	3011026
Year 2	3982656	-2579269	7445336	0.7561	3011460
Year 3	3974782	1395513	11420118	0.6575	2613484
Year 4	3228529	4624042	14648647	0.5718	1845922
TOTAL					10481892

The Net NPV after 4 years is 457287

(10481892 - 10024605 )

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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	(10024605)	-10024605	-	-
Year 1	3462680	-6561925	3462680	0.8333	2885567
Year 2	3982656	-2579269	7445336	0.6944	2765733
Year 3	3974782	1395513	11420118	0.5787	2300221
Year 4	3228529	4624042	14648647	0.4823	1556968
TOTAL					9508489

The Net NPV after 4 years is -516116

At 20% discount rate the NPV is negative (9508489 - 10024605 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Kmbs Swanson 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 Kmbs Swanson has a NPV value higher than Zero then finance managers at Kmbs Swanson 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 Kmbs Swanson, then the stock price of the Kmbs Swanson 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 Kmbs Swanson 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 –

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.

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

What can impact the cash flow of 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 Konica Minolta Business Solutions: A Professional Approach to Selling (B)

References & Further Readings

Prabakar Kothandaraman, Sudha Mani, William J. Healy (2018), "Konica Minolta Business Solutions: A Professional Approach to Selling (B) Harvard Business Review Case Study. Published by HBR Publications.