Bank One: The Uncommon Partnership 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 Bank One: The Uncommon Partnership case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Bank One: The Uncommon Partnership case study is a Harvard Business School (HBR) case study written by Peter L. Phillips, Stephen A. Greyser. The Bank One: The Uncommon Partnership (referred as “Bank Nbd” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Change management, Mergers & acquisitions.

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 Bank One: The Uncommon Partnership Case Study

This case chronicles the 30-year evolution of Bank One's business strategy of growth through acquisition and the resulting branding issues encountered by the need to rebrand the acquired existing entities. Begins in 1968--at the start of the newly formed First Banc Group of Ohio, Inc.--a holding company created by the McCoy family to acquire other small banks in the state of Ohio. The banks were to be renamed "Bank One." It continues through the next 30 years of growth, marketing innovations, and expansion to many states beyond its Ohio base. This period of growth and change produced numerous challenges to the company's identity. The principal focus of the case is on the major branding obstacles associated with Bank One's merger with First Chicago NBD, a very large commercial bank. First Chicago NBD represented the first major commercial bank to become a member of the Bank One family of dominantly retail banks. Issues encompass whether the First Chicago NBD name should be changed to Bank One, as had been done for all previous retail bank acquisitions over the years or retain its name using only the endorsement, "A Bank One Company." Further complicating the situation is a major Bank One brand development initiative intended to implement the Bank One brand identity in new ways for all Bank One entities.

Case Authors : Peter L. Phillips, Stephen A. Greyser

Topic : Strategy & Execution

Related Areas : Change management, Mergers & acquisitions

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Calculating Net Present Value (NPV) at 6% for Bank One: The Uncommon Partnership Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10023639)	-10023639	-	-
Year 1	3455290	-6568349	3455290	0.9434	3259708
Year 2	3955537	-2612812	7410827	0.89	3520414
Year 3	3959226	1346414	11370053	0.8396	3324242
Year 4	3229591	4576005	14599644	0.7921	2558139
TOTAL			14599644		12662502

The Net Present Value at 6% discount rate is 2638863

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. Net Present Value
2. Payback Period
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Bank Nbd 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 Bank Nbd 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 Bank One: The Uncommon Partnership

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 Bank Nbd 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 Bank Nbd 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	(10023639)	-10023639	-	-
Year 1	3455290	-6568349	3455290	0.8696	3004600
Year 2	3955537	-2612812	7410827	0.7561	2990954
Year 3	3959226	1346414	11370053	0.6575	2603255
Year 4	3229591	4576005	14599644	0.5718	1846529
TOTAL					10445339

The Net NPV after 4 years is 421700

(10445339 - 10023639 )

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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	(10023639)	-10023639	-	-
Year 1	3455290	-6568349	3455290	0.8333	2879408
Year 2	3955537	-2612812	7410827	0.6944	2746901
Year 3	3959226	1346414	11370053	0.5787	2291219
Year 4	3229591	4576005	14599644	0.4823	1557480
TOTAL					9475008

The Net NPV after 4 years is -548631

At 20% discount rate the NPV is negative (9475008 - 10023639 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Bank Nbd 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 Bank Nbd has a NPV value higher than Zero then finance managers at Bank Nbd 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 Bank Nbd, then the stock price of the Bank Nbd 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 Bank Nbd 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.

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.

What can impact the cash flow of the project.

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 Bank One: The Uncommon Partnership

References & Further Readings

Peter L. Phillips, Stephen A. Greyser (2018), "Bank One: The Uncommon Partnership Harvard Business Review Case Study. Published by HBR Publications.