Tailoring Your Strategy to Fit the Culture 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 Tailoring Your Strategy to Fit the Culture case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Tailoring Your Strategy to Fit the Culture case study is a Harvard Business School (HBR) case study written by Marieke de Mooij. The Tailoring Your Strategy to Fit the Culture (referred as “Itch Scratching” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Communication, Cross-cultural management, Strategy.

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 Tailoring Your Strategy to Fit the Culture Case Study

Many widely accepted management theories related to mission statements, branding and advertising are Western inventions that do not translate when companies go global. What plays well at home may not go down so well in foreign environments. The author recommends that a company conduct a full review of its entire global marketing strategy - from its mission and vision, to its portfolio, positioning and product usage, to its communications and advertising campaigns. Throughout the discussion, she challenges managers to let go of their preconceived ideas and insistence on consistency and standardization, which they may think is being cost-effective, but in reality will never succeed in scratching consumers where they itch. To be truly effective, global marketing strategies must articulate not the culture-bound values of one particular company, but the values of the stakeholders in all of the countries where the company operates. If not, stakeholders elsewhere may have difficulties identifying with the company.

Case Authors : Marieke de Mooij

Topic : Sales & Marketing

Related Areas : Communication, Cross-cultural management, Strategy

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Calculating Net Present Value (NPV) at 6% for Tailoring Your Strategy to Fit the Culture Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10021044)	-10021044	-	-
Year 1	3460853	-6560191	3460853	0.9434	3264956
Year 2	3981862	-2578329	7442715	0.89	3543843
Year 3	3948728	1370399	11391443	0.8396	3315428
Year 4	3245392	4615791	14636835	0.7921	2570654
TOTAL			14636835		12694881

The Net Present Value at 6% discount rate is 2673837

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. Profitability Index
2. Payback Period
3. Internal Rate of Return
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. Itch Scratching 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 Itch Scratching 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 Tailoring Your Strategy to Fit the Culture

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 Itch Scratching 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 Itch Scratching 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	(10021044)	-10021044	-	-
Year 1	3460853	-6560191	3460853	0.8696	3009437
Year 2	3981862	-2578329	7442715	0.7561	3010860
Year 3	3948728	1370399	11391443	0.6575	2596353
Year 4	3245392	4615791	14636835	0.5718	1855563
TOTAL					10472213

The Net NPV after 4 years is 451169

(10472213 - 10021044 )

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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	(10021044)	-10021044	-	-
Year 1	3460853	-6560191	3460853	0.8333	2884044
Year 2	3981862	-2578329	7442715	0.6944	2765182
Year 3	3948728	1370399	11391443	0.5787	2285144
Year 4	3245392	4615791	14636835	0.4823	1565100
TOTAL					9499470

The Net NPV after 4 years is -521574

At 20% discount rate the NPV is negative (9499470 - 10021044 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Itch Scratching 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 Itch Scratching has a NPV value higher than Zero then finance managers at Itch Scratching 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 Itch Scratching, then the stock price of the Itch Scratching 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 Itch Scratching 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 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.

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.

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 Tailoring Your Strategy to Fit the Culture

References & Further Readings

Marieke de Mooij (2018), "Tailoring Your Strategy to Fit the Culture Harvard Business Review Case Study. Published by HBR Publications.