Grand Circle Corp. and the US Tour Operating Industry 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 Grand Circle Corp. and the US Tour Operating Industry case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Grand Circle Corp. and the US Tour Operating Industry case study is a Harvard Business School (HBR) case study written by James Henderson, Martin Zanone. The Grand Circle Corp. and the US Tour Operating Industry (referred as “Gcc Tour” 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, 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.

NPV = Present Value of Future Cash Flows LESS Project’s Initial Investment

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Case Description of Grand Circle Corp. and the US Tour Operating Industry Case Study

While the president of Grand Circle Corp. (GCC), a tour operator, had been pleased with its performance to date, the industry was reeling from the events of September 11. GCC was still profitable, yet customer deposits for upcoming trips were down significantly from the year before. He was unsure whether he could take GCC to the next level and reach the $1 billion top-line target. Did he have the right structures and processes in place? How many destinations should they offer for 2002? Which product types should they focus on? Which segments should they focus on? How should they market to them? What pricing approach should they take for 2002? What gaps did they need to close to reach their $1 billion sales goal in five years? Includes information and background on the U.S. Tour Operator Industry in 2001.

Case Authors : James Henderson, Martin Zanone

Topic : Strategy & Execution

Related Areas : Marketing, Pricing

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Calculating Net Present Value (NPV) at 6% for Grand Circle Corp. and the US Tour Operating Industry Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10019502)	-10019502	-	-
Year 1	3469897	-6549605	3469897	0.9434	3273488
Year 2	3965923	-2583682	7435820	0.89	3529657
Year 3	3967713	1384031	11403533	0.8396	3331368
Year 4	3227989	4612020	14631522	0.7921	2556870
TOTAL			14631522		12691383

The Net Present Value at 6% discount rate is 2671881

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. Profitability Index
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 Gcc Tour 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. Gcc Tour shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of Grand Circle Corp. and the US Tour Operating 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

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 Gcc Tour 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 Gcc Tour 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	(10019502)	-10019502	-	-
Year 1	3469897	-6549605	3469897	0.8696	3017302
Year 2	3965923	-2583682	7435820	0.7561	2998808
Year 3	3967713	1384031	11403533	0.6575	2608836
Year 4	3227989	4612020	14631522	0.5718	1845613
TOTAL					10470558

The Net NPV after 4 years is 451056

(10470558 - 10019502 )

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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	(10019502)	-10019502	-	-
Year 1	3469897	-6549605	3469897	0.8333	2891581
Year 2	3965923	-2583682	7435820	0.6944	2754113
Year 3	3967713	1384031	11403533	0.5787	2296130
Year 4	3227989	4612020	14631522	0.4823	1556708
TOTAL					9498532

The Net NPV after 4 years is -520970

At 20% discount rate the NPV is negative (9498532 - 10019502 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Gcc Tour 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 Gcc Tour has a NPV value higher than Zero then finance managers at Gcc Tour 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 Gcc Tour, then the stock price of the Gcc Tour 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 Gcc Tour 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 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.

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 Grand Circle Corp. and the US Tour Operating Industry

References & Further Readings

James Henderson, Martin Zanone (2018), "Grand Circle Corp. and the US Tour Operating Industry Harvard Business Review Case Study. Published by HBR Publications.