Pequignet: The Face of the Renaissance of French Haute Horlogerie 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 Pequignet: The Face of the Renaissance of French Haute Horlogerie case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Pequignet: The Face of the Renaissance of French Haute Horlogerie case study is a Harvard Business School (HBR) case study written by Ken Kwong-Kay Wong. The Pequignet: The Face of the Renaissance of French Haute Horlogerie (referred as “Pequignet Horlogerie” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, .

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 Pequignet: The Face of the Renaissance of French Haute Horlogerie Case Study

For French watchmaker Pequignet, its return to the annual luxury watch and jewelry show, Baselworld, signaled a new page in the company's 40-year history. As the only "haute horlogerie" manufacturer in France since the quartz crisis in the 1970s, Pequignet had caught the attention of both the media and the watch collector community, despite going through receivership and a change of ownership. In addition to showcasing its Calibre Royal collection, Pequignet presented a new line of entry-level watches. Should the company invest further in its manufacturing processes to make high-end mechanical watches, as it had in the past? Or should it focus on producing more affordable, accessible products, as with its most recent collection? As an independent atelier, Pequignet had to address these questions in order to succeed in the highly competitive global watch market. Ken Kwong-Kay Wong is affiliated with Ryerson University.

Case Authors : Ken Kwong-Kay Wong

Topic : Sales & Marketing

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Pequignet: The Face of the Renaissance of French Haute Horlogerie Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10027410)	-10027410	-	-
Year 1	3444040	-6583370	3444040	0.9434	3249094
Year 2	3982662	-2600708	7426702	0.89	3544555
Year 3	3946843	1346135	11373545	0.8396	3313845
Year 4	3240117	4586252	14613662	0.7921	2566476
TOTAL			14613662		12673971

The Net Present Value at 6% discount rate is 2646561

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. 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 Pequignet Horlogerie 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. Pequignet Horlogerie 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 Pequignet: The Face of the Renaissance of French Haute Horlogerie

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 Pequignet Horlogerie 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 Pequignet Horlogerie 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	(10027410)	-10027410	-	-
Year 1	3444040	-6583370	3444040	0.8696	2994817
Year 2	3982662	-2600708	7426702	0.7561	3011465
Year 3	3946843	1346135	11373545	0.6575	2595113
Year 4	3240117	4586252	14613662	0.5718	1852547
TOTAL					10453943

The Net NPV after 4 years is 426533

(10453943 - 10027410 )

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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	(10027410)	-10027410	-	-
Year 1	3444040	-6583370	3444040	0.8333	2870033
Year 2	3982662	-2600708	7426702	0.6944	2765738
Year 3	3946843	1346135	11373545	0.5787	2284053
Year 4	3240117	4586252	14613662	0.4823	1562556
TOTAL					9482380

The Net NPV after 4 years is -545030

At 20% discount rate the NPV is negative (9482380 - 10027410 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Pequignet Horlogerie 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 Pequignet Horlogerie has a NPV value higher than Zero then finance managers at Pequignet Horlogerie 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 Pequignet Horlogerie, then the stock price of the Pequignet Horlogerie 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 Pequignet Horlogerie 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.

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.

What can impact the cash flow of 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 Pequignet: The Face of the Renaissance of French Haute Horlogerie

References & Further Readings

Ken Kwong-Kay Wong (2018), "Pequignet: The Face of the Renaissance of French Haute Horlogerie Harvard Business Review Case Study. Published by HBR Publications.