Bunny Butcher: PETA Protests Donna Karan New York 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 Bunny Butcher: PETA Protests Donna Karan New York case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Bunny Butcher: PETA Protests Donna Karan New York case study is a Harvard Business School (HBR) case study written by Michael Sider, Paul Bigus. The Bunny Butcher: PETA Protests Donna Karan New York (referred as “Cyber Dkny” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, International business, Leadership, Organizational culture, Social platforms, 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 Bunny Butcher: PETA Protests Donna Karan New York Case Study

November 29, 2010 was "Cyber Monday," one of the busiest online shopping days of the year, with the potential to approach $1 billion in online sales in North America. The chief designer of fashion company Donna Karan New York (DKNY) was facing a difficult situation. On this particular Cyber Monday, activists for the animal-rights group People for the Ethical Treatment of Animals (PETA) had posted simultaneous messages on DKNY's Facebook page. Anyone viewing the page could not fail to discern the message, "DK Bunny Butcher." This action by PETA was the culmination of several years, beginning in 2005, of attempting to convince DKNY to stop using fur in its collections. This November 29 message was a sharp reminder to both DKNY and its Cyber Monday customers that, to this point, the company had refused to stop including fur. This message was available to be viewed by DKNY's over 200,000 fans as well as the millions of online Cyber Monday shoppers. The chief designer was unsure how to respond: on one hand was the desire to clearly explain the use of fur, on the other was to avoid escalating the publicity surrounding the matter. She needed an immediate strategy that would retain her brand's image and protect future sales.

Case Authors : Michael Sider, Paul Bigus

Topic : Strategy & Execution

Related Areas : International business, Leadership, Organizational culture, Social platforms, Strategy

---

Calculating Net Present Value (NPV) at 6% for Bunny Butcher: PETA Protests Donna Karan New York Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10023348)	-10023348	-	-
Year 1	3461624	-6561724	3461624	0.9434	3265683
Year 2	3964454	-2597270	7426078	0.89	3528350
Year 3	3955919	1358649	11381997	0.8396	3321466
Year 4	3243317	4601966	14625314	0.7921	2569011
TOTAL			14625314		12684510

The Net Present Value at 6% discount rate is 2661162

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

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 Cyber Dkny 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. Cyber Dkny 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 Bunny Butcher: PETA Protests Donna Karan New York

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 Cyber Dkny 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 Cyber Dkny 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	(10023348)	-10023348	-	-
Year 1	3461624	-6561724	3461624	0.8696	3010108
Year 2	3964454	-2597270	7426078	0.7561	2997697
Year 3	3955919	1358649	11381997	0.6575	2601081
Year 4	3243317	4601966	14625314	0.5718	1854377
TOTAL					10463263

The Net NPV after 4 years is 439915

(10463263 - 10023348 )

---

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	(10023348)	-10023348	-	-
Year 1	3461624	-6561724	3461624	0.8333	2884687
Year 2	3964454	-2597270	7426078	0.6944	2753093
Year 3	3955919	1358649	11381997	0.5787	2289305
Year 4	3243317	4601966	14625314	0.4823	1564100
TOTAL					9491184

The Net NPV after 4 years is -532164

At 20% discount rate the NPV is negative (9491184 - 10023348 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Cyber Dkny 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 Cyber Dkny has a NPV value higher than Zero then finance managers at Cyber Dkny 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 Cyber Dkny, then the stock price of the Cyber Dkny 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 Cyber Dkny 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 can impact the cash flow of the project.

Understanding of risks involved in the project.

What will be a multi year spillover effect of various taxation regulations.

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 Bunny Butcher: PETA Protests Donna Karan New York

References & Further Readings

Michael Sider, Paul Bigus (2018), "Bunny Butcher: PETA Protests Donna Karan New York Harvard Business Review Case Study. Published by HBR Publications.