Jimmy Choo 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 Jimmy Choo case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Jimmy Choo case study is a Harvard Business School (HBR) case study written by Anat Keinan, Sandrine Crener. The Jimmy Choo (referred as “Jimmy Choo” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Entrepreneurship, Growth 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 Jimmy Choo Case Study

Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly acquired a sophisticated clientele. The brand's reputation as a celebrity favorite helped fuel its rapid international expansion and in the early 2010s Jimmy Choo had a store network encompassing 150+ stores in 30+ countries and was present in the most prestigious department and specialty stores worldwide, except for mainland China. Appointed as Chief Executive Officer in July 2012, Pierre Denis, an experienced executive from LVMH, developed a new vision for the brand and made the entry into the Chinese market one of his top priorities. The case describes how Jimmy Choo's leadership team analyzed the Chinese luxury market and designed an entry strategy into China. The case explores the challenges and opportunities for foreign luxury brands like Jimmy Choo to launch in China and contemplates different marketing mix possibilities. This case includes the topic of luxury.

Case Authors : Anat Keinan, Sandrine Crener

Topic : Sales & Marketing

Related Areas : Entrepreneurship, Growth strategy

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Calculating Net Present Value (NPV) at 6% for Jimmy Choo Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10019134)	-10019134	-	-
Year 1	3464244	-6554890	3464244	0.9434	3268155
Year 2	3975136	-2579754	7439380	0.89	3537857
Year 3	3949420	1369666	11388800	0.8396	3316009
Year 4	3227209	4596875	14616009	0.7921	2556252
TOTAL			14616009		12678273

The Net Present Value at 6% discount rate is 2659139

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. Net Present Value
3. Payback Period
4. Profitability Index

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. Jimmy Choo 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 Jimmy Choo 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 Jimmy Choo

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 Jimmy Choo 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 Jimmy Choo 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	(10019134)	-10019134	-	-
Year 1	3464244	-6554890	3464244	0.8696	3012386
Year 2	3975136	-2579754	7439380	0.7561	3005774
Year 3	3949420	1369666	11388800	0.6575	2596808
Year 4	3227209	4596875	14616009	0.5718	1845167
TOTAL					10460135

The Net NPV after 4 years is 441001

(10460135 - 10019134 )

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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	(10019134)	-10019134	-	-
Year 1	3464244	-6554890	3464244	0.8333	2886870
Year 2	3975136	-2579754	7439380	0.6944	2760511
Year 3	3949420	1369666	11388800	0.5787	2285544
Year 4	3227209	4596875	14616009	0.4823	1556332
TOTAL					9489257

The Net NPV after 4 years is -529877

At 20% discount rate the NPV is negative (9489257 - 10019134 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Jimmy Choo 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 Jimmy Choo has a NPV value higher than Zero then finance managers at Jimmy Choo 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 Jimmy Choo, then the stock price of the Jimmy Choo 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 Jimmy Choo 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.

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.

Understanding of risks involved in 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 Jimmy Choo

References & Further Readings

Anat Keinan, Sandrine Crener (2018), "Jimmy Choo Harvard Business Review Case Study. Published by HBR Publications.