At a Crossroads: The Strategic Dilemma at PENPOL 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 At a Crossroads: The Strategic Dilemma at PENPOL case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. At a Crossroads: The Strategic Dilemma at PENPOL case study is a Harvard Business School (HBR) case study written by Rajasree K. Rajamma, Catherine Giapponi, Arun Kumar S Rao, Chandrasekhar Padmakumar. The At a Crossroads: The Strategic Dilemma at PENPOL (referred as “Urology Bag” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. 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

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Case Description of At a Crossroads: The Strategic Dilemma at PENPOL Case Study

Vasudev Nair, CEO of PENPOL, a medical devices company in India, was facing a financial crisis. With debt mounting and cash flow becoming increasingly problematic, he had to make some decisions about the future of the company. Incorporated in 1987 under Nair's leadership, PENPOL began as a producer of hematology products with the introduction of its innovative blood bag product. The blood bag business was expanded with the introduction of multiple types of bags and blood bag equipment. In 1993 the company entered the urology business with the introduction of urine bags and within four years the urology line was expanded to include stone management devices, leg bags and foley catheters. Growth in the urology business was met with limited success however, and by 1998 PENPOL had exited all but the urine bag product line. The failed launches resulted in huge inventories of unsold goods and problems getting payment from stockists (distributors) that contributed to the company's mounting debt and cash problems. In addition, the Urology Division's flagship product, the urine bag, faced intensified price competition. PENPOL's Blood Bag Division was also suffering due to increased competition in the Indian market. Vasudev Nair had to stop the bleeding. He considered a few alternatives. Knowing that the company had no more access to debt financing, he considered the possibility of securing private equity or the infusion of funds from some of the co-owners of PENPOL. With this infusion of funds, could he or should he save both the Blood Bag and Urology Divisions? Should he divest or sell the Urology Division in order to bring in funds to shore up the blood bag business? Divesting the Urology Division would mean sacrificing the star product, the urine bag, which after much effort was gaining acceptance in the market. Given that a competitor had expressed interest in the company, he considered establishing a joint venture with the competitor.

Case Authors : Rajasree K. Rajamma, Catherine Giapponi, Arun Kumar S Rao, Chandrasekhar Padmakumar

Topic : Strategy & Execution

Related Areas :

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Calculating Net Present Value (NPV) at 6% for At a Crossroads: The Strategic Dilemma at PENPOL Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10021703)	-10021703	-	-
Year 1	3466755	-6554948	3466755	0.9434	3270524
Year 2	3958456	-2596492	7425211	0.89	3523012
Year 3	3939068	1342576	11364279	0.8396	3307317
Year 4	3244403	4586979	14608682	0.7921	2569871
TOTAL			14608682		12670724

The Net Present Value at 6% discount rate is 2649021

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. Payback Period
2. Net Present Value
3. Internal Rate of Return
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. Urology Bag 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 Urology Bag 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 At a Crossroads: The Strategic Dilemma at PENPOL

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 Strategy & Execution 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 Urology Bag 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 Urology Bag 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	(10021703)	-10021703	-	-
Year 1	3466755	-6554948	3466755	0.8696	3014570
Year 2	3958456	-2596492	7425211	0.7561	2993161
Year 3	3939068	1342576	11364279	0.6575	2590001
Year 4	3244403	4586979	14608682	0.5718	1854998
TOTAL					10452730

The Net NPV after 4 years is 431027

(10452730 - 10021703 )

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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	(10021703)	-10021703	-	-
Year 1	3466755	-6554948	3466755	0.8333	2888963
Year 2	3958456	-2596492	7425211	0.6944	2748928
Year 3	3939068	1342576	11364279	0.5787	2279553
Year 4	3244403	4586979	14608682	0.4823	1564623
TOTAL					9482067

The Net NPV after 4 years is -539636

At 20% discount rate the NPV is negative (9482067 - 10021703 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Urology Bag 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 Urology Bag has a NPV value higher than Zero then finance managers at Urology Bag 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 Urology Bag, then the stock price of the Urology Bag 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 Urology Bag 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.

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 can impact the cash flow of the project.

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

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 At a Crossroads: The Strategic Dilemma at PENPOL

References & Further Readings

Rajasree K. Rajamma, Catherine Giapponi, Arun Kumar S Rao, Chandrasekhar Padmakumar (2018), "At a Crossroads: The Strategic Dilemma at PENPOL Harvard Business Review Case Study. Published by HBR Publications.