Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage 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 Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage case study is a Harvard Business School (HBR) case study written by Michael Marks, Chuck Holloway, Hau Lee, David W. Hoyt. The Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage (referred as “Crocs Season” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Manufacturing, Strategy, Supply chain.

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 Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage Case Study

This case discusses the astounding growth of Crocs, Inc., a manufacturer of plastic shoes, from 2003 through early 2007. Much of the company's growth was made possible by a highly flexible supply chain that enabled Crocs to build additional product within the selling season. The normal model used within the fashion industry was to take orders well in advance of each selling season, and produce to those orders, with relatively little additional production. If demand was far in excess of this production, there would be stockouts and the company would lose the ability to capture revenue for that season. The product might or might not be in fashion the following year, when production would again be based on preseason orders. Crocs' ability to build additional shoes within the season enabled it to take advantage of strong customer demand, resulting in the company filling in-season orders totaling many times that of the initial prebooked orders. The case describes the Crocs supply chain. It asks students to assess the company's core competencies and how those can be exploited in the future. The case was revised in March 2011 to present information on the company's results in 2007 and prepare students for discussions of problems that would be faced in 2008 (covered in the B and C cases).

Case Authors : Michael Marks, Chuck Holloway, Hau Lee, David W. Hoyt

Topic : Strategy & Execution

Related Areas : Manufacturing, Strategy, Supply chain

---

Calculating Net Present Value (NPV) at 6% for Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10015691)	-10015691	-	-
Year 1	3447402	-6568289	3447402	0.9434	3252266
Year 2	3973356	-2594933	7420758	0.89	3536273
Year 3	3971651	1376718	11392409	0.8396	3334675
Year 4	3249645	4626363	14642054	0.7921	2574023
TOTAL			14642054		12697237

The Net Present Value at 6% discount rate is 2681546

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 Crocs Season 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. Crocs Season 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 Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage

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 Crocs Season 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 Crocs Season 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	(10015691)	-10015691	-	-
Year 1	3447402	-6568289	3447402	0.8696	2997741
Year 2	3973356	-2594933	7420758	0.7561	3004428
Year 3	3971651	1376718	11392409	0.6575	2611425
Year 4	3249645	4626363	14642054	0.5718	1857995
TOTAL					10471589

The Net NPV after 4 years is 455898

(10471589 - 10015691 )

---

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	(10015691)	-10015691	-	-
Year 1	3447402	-6568289	3447402	0.8333	2872835
Year 2	3973356	-2594933	7420758	0.6944	2759275
Year 3	3971651	1376718	11392409	0.5787	2298409
Year 4	3249645	4626363	14642054	0.4823	1567151
TOTAL					9497670

The Net NPV after 4 years is -518021

At 20% discount rate the NPV is negative (9497670 - 10015691 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Crocs Season 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 Crocs Season has a NPV value higher than Zero then finance managers at Crocs Season 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 Crocs Season, then the stock price of the Crocs Season 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 Crocs Season 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 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.

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.

---

Negotiation Strategy of Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage

References & Further Readings

Michael Marks, Chuck Holloway, Hau Lee, David W. Hoyt (2018), "Crocs (A): Revolutionizing an Industry's Supply Chain Model for Competitive Advantage Harvard Business Review Case Study. Published by HBR Publications.