Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?
At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The Case of Synthroid (B) case study is a Harvard Business School (HBR) case study written by Julie Hennessy, Alice M. Tybout, Natalie Fahey, Charlotte Snyder. The The Case of Synthroid (B) (referred as “Synthroid Hypothyroidism” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Pricing.
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.
The case tells the story of Synthroid from its development in 1958 as the first synthetic thyroxine molecule to its competition against generic equivalents in 2004. The case introduces students to the pharmaceutical industry, its practices, and some of the complexities of pricing and drug choice, with drug manufacturers, insurance companies, physicians, pharmacists, and patients all playing a role. It also provides a primer on hypothyroidism, its symptoms, and its treatment. Because Synthroid was developed and introduced before FDA regulations and drug standards of identity were fully established, it was difficult for competitors to get their drugs certified as identical to Synthroid. Through a series of efforts with physicians, especially endocrinologists, Synthroid's owners were able to maintain the perception for forty-six years that Synthroid was uniquely effective. In 2004, however, the FDA declared several competitive products to be bioequivalent to Synthroid, which posed a significant challenge to its owner, Abbott Laboratories. Students are challenged to consider options to maintain the drug's unit volume, revenue, and/or profit in these difficult circumstances. The case is written in two parts. The (A) case provides background on the history of the drug, the pharmaceutical industry and its marketing practices, and hypothyroidism and its treatment, and it concludes in 2004 as Abbott's marketers face the impending challenge of defending the Synthroid business against generic competition. The (B) case describes what Abbott actually did to maintain its share in the United States and outlines its strategy in India, a market without patent protection for pharmaceuticals.
| Years | Cash Flow | Net Cash Flow | Cumulative Cash Flow |
Discount Rate @ 6 % |
Discounted Cash Flows |
|---|---|---|---|---|---|
| Year 0 | (10021598) | -10021598 | - | - | |
| Year 1 | 3467230 | -6554368 | 3467230 | 0.9434 | 3270972 |
| Year 2 | 3979774 | -2574594 | 7447004 | 0.89 | 3541985 |
| Year 3 | 3969780 | 1395186 | 11416784 | 0.8396 | 3333104 |
| Year 4 | 3230167 | 4625353 | 14646951 | 0.7921 | 2558595 |
| TOTAL | 14646951 | 12704655 |
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 -
Capital Budgeting Approaches
There are four types of capital budgeting techniques that are widely used in the corporate world –
1. Payback Period
2. Internal Rate of Return
3. Profitability Index
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. Synthroid Hypothyroidism 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 Synthroid Hypothyroidism have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.
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
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 Synthroid Hypothyroidism 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 Synthroid Hypothyroidism 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.
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 | (10021598) | -10021598 | - | - | |
| Year 1 | 3467230 | -6554368 | 3467230 | 0.8696 | 3014983 |
| Year 2 | 3979774 | -2574594 | 7447004 | 0.7561 | 3009281 |
| Year 3 | 3969780 | 1395186 | 11416784 | 0.6575 | 2610195 |
| Year 4 | 3230167 | 4625353 | 14646951 | 0.5718 | 1846858 |
| TOTAL | 10481317 |
(10481317 - 10021598 )
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 | (10021598) | -10021598 | - | - | |
| Year 1 | 3467230 | -6554368 | 3467230 | 0.8333 | 2889358 |
| Year 2 | 3979774 | -2574594 | 7447004 | 0.6944 | 2763732 |
| Year 3 | 3969780 | 1395186 | 11416784 | 0.5787 | 2297326 |
| Year 4 | 3230167 | 4625353 | 14646951 | 0.4823 | 1557758 |
| TOTAL | 9508175 |
At 20% discount rate the NPV is negative (9508175 - 10021598 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Synthroid Hypothyroidism to discount cash flow at lower discount rates such as 15%.
Simplest Approach – If the investment project of Synthroid Hypothyroidism has a NPV value higher than Zero then finance managers at Synthroid Hypothyroidism 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 Synthroid Hypothyroidism, then the stock price of the Synthroid Hypothyroidism 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.
Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Synthroid Hypothyroidism 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 can impact the cash flow of the project.
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 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.
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.
Julie Hennessy, Alice M. Tybout, Natalie Fahey, Charlotte Snyder (2018), "The Case of Synthroid (B) Harvard Business Review Case Study. Published by HBR Publications.
Feel free to connect with us if you need business research.
You can download Excel Template of Case Study Solution & Analysis of The Case of Synthroid (B)
Basic Materials , Gold & Silver
Services , Advertising
Services , Security Systems & Services
Healthcare , Biotechnology & Drugs
Basic Materials , Paper & Paper Products
Services , Retail (Specialty)
Energy , Coal
Consumer Cyclical , Appliance & Tool
Technology , Electronic Instr. & Controls
Services , Real Estate Operations
Financial , Regional Banks