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NPV: The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle Net Present Value Case Analysis
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The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle 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 The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle case study is a Harvard Business School (HBR) case study written by Johannes Habel. The The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle (referred as “Briefing Stulle” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Sales.

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 The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle Case Study


"The kitchen purchase" is a simulation of bargaining over the price of a fitted kitchen. The case study consists of a briefing for the sellers (the Hase family) and a briefing for the buyers (the Stulle family). On the basis of these briefings the course participants negotiate individually or in teams of two. The case study has been kept simple so that the negotiations can be conducted with very little preparation time needed. At the same time the case study presents a few "stumbling blocks" and permits a profound discussion on the distributive and integrative conduct of negotiations, handling bargaining power, and the ethics of bargaining. The case study is therefore especially well-suited for course participants with intermediate to advanced negotiating experience.


Case Authors : Johannes Habel

Topic : Sales & Marketing

Related Areas : Sales




Calculating Net Present Value (NPV) at 6% for The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10019224) -10019224 - -
Year 1 3453436 -6565788 3453436 0.9434 3257958
Year 2 3958436 -2607352 7411872 0.89 3522994
Year 3 3974922 1367570 11386794 0.8396 3337421
Year 4 3242433 4610003 14629227 0.7921 2568311
TOTAL 14629227 12686684


The Net Present Value at 6% discount rate is 2667460

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. Timing of the expected cash flows – stockholders of Briefing Stulle 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. Briefing Stulle shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.




Formula and Steps to Calculate Net Present Value (NPV) of The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle

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 Briefing Stulle 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 Briefing Stulle 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 (10019224) -10019224 - -
Year 1 3453436 -6565788 3453436 0.8696 3002988
Year 2 3958436 -2607352 7411872 0.7561 2993146
Year 3 3974922 1367570 11386794 0.6575 2613576
Year 4 3242433 4610003 14629227 0.5718 1853872
TOTAL 10463581


The Net NPV after 4 years is 444357

(10463581 - 10019224 )






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 (10019224) -10019224 - -
Year 1 3453436 -6565788 3453436 0.8333 2877863
Year 2 3958436 -2607352 7411872 0.6944 2748914
Year 3 3974922 1367570 11386794 0.5787 2300302
Year 4 3242433 4610003 14629227 0.4823 1563673
TOTAL 9490753


The Net NPV after 4 years is -528471

At 20% discount rate the NPV is negative (9490753 - 10019224 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Briefing Stulle 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 Briefing Stulle has a NPV value higher than Zero then finance managers at Briefing Stulle 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 Briefing Stulle, then the stock price of the Briefing Stulle 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 Briefing Stulle 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.




References & Further Readings

Johannes Habel (2018), "The kitchen purchase: Briefing for buyers: Mr and Mrs Stulle Harvard Business Review Case Study. Published by HBR Publications.