ReTain: Managing Growth and Market Share 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 ReTain: Managing Growth and Market Share case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. ReTain: Managing Growth and Market Share case study is a Harvard Business School (HBR) case study written by Michael McCollough, John J. Lawrence. The ReTain: Managing Growth and Market Share (referred as “Retain Fruit” 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

---

Case Description of ReTain: Managing Growth and Market Share Case Study

This case focuses on how Johan Pienaar, Valent Biosciences Corporation (VBC) Global Business Manager for Plant Growth Regulators, should manage growth of one of the company's most successful products - ReTain. When applied to apples, ReTain reduces fruit drop, provides more consistent premium fruit, and aids in harvest and storage management. Large, sophisticated orchards realized a five to twenty-fold return on their use of ReTain, and as a result ReTain had a market share of roughly 65% of the Total Available Market in the U.S. apple industry. Further, ReTain could be applied to other fruit crops to aid growers. Johan's challenge was how to prioritize the various opportunities to grow revenues from the ReTain technology based on its application to other fruit where ReTain was known to be effective (e.g., peaches, pineapples, almonds) and in international markets (e.g., China, Europe). At the same time, he sought to defend ReTain from several threats (e.g., a much cheaper legacy technology, disagreements about its classification as organic) to its strong market position in the U.S. apple industry. Johan must also decide whether to invest some of these limited resources into R&D in an effort to establish whether ReTain could be effective on a heretofore untested crop.

Case Authors : Michael McCollough, John J. Lawrence

Topic : Sales & Marketing

Related Areas :

---

Calculating Net Present Value (NPV) at 6% for ReTain: Managing Growth and Market Share Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10027598)	-10027598	-	-
Year 1	3470155	-6557443	3470155	0.9434	3273731
Year 2	3966430	-2591013	7436585	0.89	3530109
Year 3	3958354	1367341	11394939	0.8396	3323510
Year 4	3222638	4589979	14617577	0.7921	2552631
TOTAL			14617577		12679981

The Net Present Value at 6% discount rate is 2652383

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. Profitability Index
3. Payback Period
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Retain Fruit 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 Retain Fruit have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

---

Formula and Steps to Calculate Net Present Value (NPV) of ReTain: Managing Growth and Market Share

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 Retain Fruit 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 Retain Fruit 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	(10027598)	-10027598	-	-
Year 1	3470155	-6557443	3470155	0.8696	3017526
Year 2	3966430	-2591013	7436585	0.7561	2999191
Year 3	3958354	1367341	11394939	0.6575	2602682
Year 4	3222638	4589979	14617577	0.5718	1842554
TOTAL					10461953

The Net NPV after 4 years is 434355

(10461953 - 10027598 )

---

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	(10027598)	-10027598	-	-
Year 1	3470155	-6557443	3470155	0.8333	2891796
Year 2	3966430	-2591013	7436585	0.6944	2754465
Year 3	3958354	1367341	11394939	0.5787	2290714
Year 4	3222638	4589979	14617577	0.4823	1554127
TOTAL					9491102

The Net NPV after 4 years is -536496

At 20% discount rate the NPV is negative (9491102 - 10027598 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Retain Fruit 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 Retain Fruit has a NPV value higher than Zero then finance managers at Retain Fruit 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 Retain Fruit, then the stock price of the Retain Fruit 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 Retain Fruit 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 are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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.

---

Negotiation Strategy of ReTain: Managing Growth and Market Share

References & Further Readings

Michael McCollough, John J. Lawrence (2018), "ReTain: Managing Growth and Market Share Harvard Business Review Case Study. Published by HBR Publications.