Allison Transmission: Creating a European Face 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 Allison Transmission: Creating a European Face case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Allison Transmission: Creating a European Face case study is a Harvard Business School (HBR) case study written by Charles Dhanaraj. The Allison Transmission: Creating a European Face (referred as “Allison Europe” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Marketing, Operations 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

Case Description of Allison Transmission: Creating a European Face Case Study

Allison Transmission Division is a $2 billion unit within General Motors (GM) with a very specialized product: heavy-duty automatic transmissions for commercial vehicles. Although the division is part of GM, more than 90% of its output is directed to external customers. Presents a familiar challenge facing many globalizing firms: a pioneer and leader in a market holding more than 60% of the market in North America, but less than 10% outside North America. The presence of leading original equipment manufacturers in Europe who are the key customers for Allison and the large market potential in Europe present a strategic opportunity, but the cultural and institutional differences pose formidable challenge. The technological differences in Europe augment this challenge and the uncertainty surrounding a new hybrid technology that is emerging in Europe complicates the decision. Also presents the company's attempts in Europe for a decade, leading to the trigger issue--a decision between a joint venture in Austria and a wholly owned unit in Hungary.

Case Authors : Charles Dhanaraj

Topic : Strategy & Execution

Related Areas : Marketing, Operations management, Strategy

Calculating Net Present Value (NPV) at 6% for Allison Transmission: Creating a European Face Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10023974) -10023974 - -
Year 1 3450605 -6573369 3450605 0.9434 3255288
Year 2 3964423 -2608946 7415028 0.89 3528322
Year 3 3964141 1355195 11379169 0.8396 3328369
Year 4 3247986 4603181 14627155 0.7921 2572709
TOTAL 14627155 12684688

The Net Present Value at 6% discount rate is 2660714

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. Profitability Index
2. Net Present Value
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. Timing of the expected cash flows – stockholders of Allison Europe have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.
2. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Allison Europe shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

Formula and Steps to Calculate Net Present Value (NPV) of Allison Transmission: Creating a European Face

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 Allison Europe 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 Allison Europe 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 %
Cash Flows
Year 0 (10023974) -10023974 - -
Year 1 3450605 -6573369 3450605 0.8696 3000526
Year 2 3964423 -2608946 7415028 0.7561 2997673
Year 3 3964141 1355195 11379169 0.6575 2606487
Year 4 3247986 4603181 14627155 0.5718 1857047
TOTAL 10461733

The Net NPV after 4 years is 437759

(10461733 - 10023974 )

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 %
Cash Flows
Year 0 (10023974) -10023974 - -
Year 1 3450605 -6573369 3450605 0.8333 2875504
Year 2 3964423 -2608946 7415028 0.6944 2753072
Year 3 3964141 1355195 11379169 0.5787 2294063
Year 4 3247986 4603181 14627155 0.4823 1566351
TOTAL 9488990

The Net NPV after 4 years is -534984

At 20% discount rate the NPV is negative (9488990 - 10023974 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Allison Europe 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 Allison Europe has a NPV value higher than Zero then finance managers at Allison Europe 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 Allison Europe, then the stock price of the Allison Europe 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 Allison Europe 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 will be a multi year spillover effect of various taxation regulations.

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.

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.

References & Further Readings

Charles Dhanaraj (2018), "Allison Transmission: Creating a European Face Harvard Business Review Case Study. Published by HBR Publications.