Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States 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 Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States case study is a Harvard Business School (HBR) case study written by Victor Quinones, Julia Sagebien, Marisol Perez-Savelli, Eva Perez. The Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States (referred as “Puerto Entrepreneurs” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Race.

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 Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States Case Study

Two inexperienced, but strongly committed, entrepreneurs face the hassles of a new venture: exporting dough from Puerto Rico to cities in the United States with large numbers of Puerto Rican immigrants who are longing nostalgically for their beloved pan sobao (bread made with vegetable shortening). With thousands of Puerto Ricans living in and/or moving to the United States and after several incidents of fraud by partners of the entrepreneurs, they are thinking about how to take advantage of what seems to be an opportunity for doing business outside their Caribbean home. These entrepreneurs are confronting several challenges: 1) Preparing to detect opportunities and to get personally involved in a demanding export business 2) Differentiating and positioning the brand in a crowded market. Is a nostalgic feeling enough of a motivator to engage customers with the brand? 3) Deciding whether institution is a substitute for market data and feasibility determination.

Case Authors : Victor Quinones, Julia Sagebien, Marisol Perez-Savelli, Eva Perez

Topic : Sales & Marketing

Related Areas : Race

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Calculating Net Present Value (NPV) at 6% for Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10029583)	-10029583	-	-
Year 1	3461902	-6567681	3461902	0.9434	3265945
Year 2	3954254	-2613427	7416156	0.89	3519272
Year 3	3952337	1338910	11368493	0.8396	3318458
Year 4	3230308	4569218	14598801	0.7921	2558706
TOTAL			14598801		12662382

The Net Present Value at 6% discount rate is 2632799

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. Profitability Index
3. Payback Period
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Puerto Entrepreneurs 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 Puerto Entrepreneurs 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 Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States

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 Puerto Entrepreneurs 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 Puerto Entrepreneurs 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	(10029583)	-10029583	-	-
Year 1	3461902	-6567681	3461902	0.8696	3010350
Year 2	3954254	-2613427	7416156	0.7561	2989984
Year 3	3952337	1338910	11368493	0.6575	2598726
Year 4	3230308	4569218	14598801	0.5718	1846939
TOTAL					10445999

The Net NPV after 4 years is 416416

(10445999 - 10029583 )

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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	(10029583)	-10029583	-	-
Year 1	3461902	-6567681	3461902	0.8333	2884918
Year 2	3954254	-2613427	7416156	0.6944	2746010
Year 3	3952337	1338910	11368493	0.5787	2287232
Year 4	3230308	4569218	14598801	0.4823	1557826
TOTAL					9475986

The Net NPV after 4 years is -553597

At 20% discount rate the NPV is negative (9475986 - 10029583 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Puerto Entrepreneurs 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 Puerto Entrepreneurs has a NPV value higher than Zero then finance managers at Puerto Entrepreneurs 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 Puerto Entrepreneurs, then the stock price of the Puerto Entrepreneurs 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 Puerto Entrepreneurs 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 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 are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

Understanding of risks involved in the project.

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

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 Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States

References & Further Readings

Victor Quinones, Julia Sagebien, Marisol Perez-Savelli, Eva Perez (2018), "Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States Harvard Business Review Case Study. Published by HBR Publications.