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Seneca Systems (A): General and Confidential Instructions for R. Thompson, Vice President, Marketing 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 Seneca Systems (A): General and Confidential Instructions for R. Thompson, Vice President, Marketing case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Seneca Systems (A): General and Confidential Instructions for R. Thompson, Vice President, Marketing case study is a Harvard Business School (HBR) case study written by Michael D. Watkins. The Seneca Systems (A): General and Confidential Instructions for R. Thompson, Vice President, Marketing (referred as “Mediator Seneca” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Conflict, Influence, Negotiations, Organizational culture.

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 Seneca Systems (A): General and Confidential Instructions for R. Thompson, Vice President, Marketing Case Study


Seneca is a three-party negotiation-mediation simulation. The context is a product failure crisis in a manufacturing company with highly autonomous units. The heads of two divisions are in a dispute over who has responsibility for failures in a key product. The head of a third division is attempting to mediate a resolution to the dispute. Unlike many mediation simulations, the mediator has both independent interests and some power to influence outcomes. Two versions of the mediator role are available. In Seneca Systems (A), the mediator can make a financial contribution to solving the problem and hence has bargaining power. In Seneca Systems (B), the mediator has some coercive power in the form of influence with the CEO and could impose a solution if the parties are unable to resolve the dispute themselves. The core teaching issues concern the tradeoffs inherent in having vested interests and power as a mediator.


Case Authors : Michael D. Watkins

Topic : Strategy & Execution

Related Areas : Conflict, Influence, Negotiations, Organizational culture




Calculating Net Present Value (NPV) at 6% for Seneca Systems (A): General and Confidential Instructions for R. Thompson, Vice President, Marketing Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10025207) -10025207 - -
Year 1 3447809 -6577398 3447809 0.9434 3252650
Year 2 3970126 -2607272 7417935 0.89 3533398
Year 3 3958712 1351440 11376647 0.8396 3323811
Year 4 3234746 4586186 14611393 0.7921 2562222
TOTAL 14611393 12672081


The Net Present Value at 6% discount rate is 2646874

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. Payback Period
3. Internal Rate of Return
4. Net Present Value

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. Mediator Seneca 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 Mediator Seneca have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.




Formula and Steps to Calculate Net Present Value (NPV) of Seneca Systems (A): General and Confidential Instructions for R. Thompson, Vice President, Marketing

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 Mediator Seneca 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 Mediator Seneca 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 (10025207) -10025207 - -
Year 1 3447809 -6577398 3447809 0.8696 2998095
Year 2 3970126 -2607272 7417935 0.7561 3001986
Year 3 3958712 1351440 11376647 0.6575 2602917
Year 4 3234746 4586186 14611393 0.5718 1849477
TOTAL 10452474


The Net NPV after 4 years is 427267

(10452474 - 10025207 )






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 (10025207) -10025207 - -
Year 1 3447809 -6577398 3447809 0.8333 2873174
Year 2 3970126 -2607272 7417935 0.6944 2757032
Year 3 3958712 1351440 11376647 0.5787 2290921
Year 4 3234746 4586186 14611393 0.4823 1559966
TOTAL 9481094


The Net NPV after 4 years is -544113

At 20% discount rate the NPV is negative (9481094 - 10025207 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Mediator Seneca 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 Mediator Seneca has a NPV value higher than Zero then finance managers at Mediator Seneca 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 Mediator Seneca, then the stock price of the Mediator Seneca 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 Mediator Seneca 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 key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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.

Understanding of risks involved in the project.

What can impact the cash flow of 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

Michael D. Watkins (2018), "Seneca Systems (A): General and Confidential Instructions for R. Thompson, Vice President, Marketing Harvard Business Review Case Study. Published by HBR Publications.