Creating a Corporate Advantage: The Case of the Tata Group 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 Creating a Corporate Advantage: The Case of the Tata Group case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Creating a Corporate Advantage: The Case of the Tata Group case study is a Harvard Business School (HBR) case study written by Raveendra Chittoor, Arohini Narain, Richa Vyas, Chetan Tolia. The Creating a Corporate Advantage: The Case of the Tata Group (referred as “Tata Services” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Risk management.

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 Creating a Corporate Advantage: The Case of the Tata Group Case Study

"The Tata group is among the largest diversified business groups in India. The group generated about US$100 billion in revenues in 2011-12 from 90 companies operating in diverse businesses in seven broad industry categories. The case describes in detail the various mechanisms by which the Tata group attempts to create a corporate or parenting advantage. The case first highlights the important difference in the way a business group like Tata is structured when compared to a typical conglomerate in the West. The case then describes in detail the various services offered to group companies by the corporate centre, such as access to the Tata brand, quality management services, common procurement, centralized HR, legal, finance, public affairs (lobbying), training and consulting services. The case also discusses the perspective of some of the group companies. Companies often found the group affiliation and services to be of value as it provided them with lower transactional costs, less friction and better contract enforcement within the group, superior access to the political power structure and significant financial backing. With the Tata group preparing to welcome its new chairman in December 2012, the case ends with questions on the sustainability of the prevalent structure, practices, group philosophy and culture. "

Case Authors : Raveendra Chittoor, Arohini Narain, Richa Vyas, Chetan Tolia

Topic : Strategy & Execution

Related Areas : Risk management

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Calculating Net Present Value (NPV) at 6% for Creating a Corporate Advantage: The Case of the Tata Group Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10017987)	-10017987	-	-
Year 1	3460725	-6557262	3460725	0.9434	3264835
Year 2	3982129	-2575133	7442854	0.89	3544081
Year 3	3947349	1372216	11390203	0.8396	3314270
Year 4	3225102	4597318	14615305	0.7921	2554583
TOTAL			14615305		12677769

The Net Present Value at 6% discount rate is 2659782

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. Internal Rate of Return
2. Payback Period
3. Net Present Value
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Tata Services 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 Tata Services 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 Creating a Corporate Advantage: The Case of the Tata Group

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 Tata Services 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 Tata Services 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	(10017987)	-10017987	-	-
Year 1	3460725	-6557262	3460725	0.8696	3009326
Year 2	3982129	-2575133	7442854	0.7561	3011062
Year 3	3947349	1372216	11390203	0.6575	2595446
Year 4	3225102	4597318	14615305	0.5718	1843963
TOTAL					10459796

The Net NPV after 4 years is 441809

(10459796 - 10017987 )

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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	(10017987)	-10017987	-	-
Year 1	3460725	-6557262	3460725	0.8333	2883938
Year 2	3982129	-2575133	7442854	0.6944	2765367
Year 3	3947349	1372216	11390203	0.5787	2284345
Year 4	3225102	4597318	14615305	0.4823	1555315
TOTAL					9488966

The Net NPV after 4 years is -529021

At 20% discount rate the NPV is negative (9488966 - 10017987 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Tata Services 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 Tata Services has a NPV value higher than Zero then finance managers at Tata Services 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 Tata Services, then the stock price of the Tata Services 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 Tata Services 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 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.

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

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.

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Negotiation Strategy of Creating a Corporate Advantage: The Case of the Tata Group

References & Further Readings

Raveendra Chittoor, Arohini Narain, Richa Vyas, Chetan Tolia (2018), "Creating a Corporate Advantage: The Case of the Tata Group Harvard Business Review Case Study. Published by HBR Publications.