Sheng Siong Supermarket: Building and Sustaining 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 Sheng Siong Supermarket: Building and Sustaining Competitive Advantage case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Sheng Siong Supermarket: Building and Sustaining Competitive Advantage case study is a Harvard Business School (HBR) case study written by Yi Rong Loh, Ye Jun Lee, Marleen Dieleman. The Sheng Siong Supermarket: Building and Sustaining Competitive Advantage (referred as “Sheng Siong's” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, .

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 Sheng Siong Supermarket: Building and Sustaining Competitive Advantage Case Study

Sheng Siong was the third-largest supermarket chain in Singapore. Its chief executive officer co-founded it with his two brothers in 1985. Sheng Siong's business model was well suited to cater to the price-sensitive and more traditional customer segment in Singapore, with a dominant presence in suburban areas called "heartlands." It also had a unique corporate philosophy, which was influenced by the personal values of its founding family. However, the market became increasingly saturated, competitors were aggressive and costs were rising. The key question was whether Sheng Siong's original competitive advantage was sustainable and how it could grow. Authors are affiliated with National University of Singapore.

Case Authors : Yi Rong Loh, Ye Jun Lee, Marleen Dieleman

Topic : Strategy & Execution

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Sheng Siong Supermarket: Building and Sustaining Competitive Advantage Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10026726)	-10026726	-	-
Year 1	3456627	-6570099	3456627	0.9434	3260969
Year 2	3968715	-2601384	7425342	0.89	3532142
Year 3	3973525	1372141	11398867	0.8396	3336248
Year 4	3246786	4618927	14645653	0.7921	2571759
TOTAL			14645653		12701118

The Net Present Value at 6% discount rate is 2674392

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. Profitability Index
2. Payback Period
3. Net Present Value
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 Sheng Siong's 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. Sheng Siong's shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of Sheng Siong Supermarket: Building and Sustaining 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 Sheng Siong's 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 Sheng Siong's 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	(10026726)	-10026726	-	-
Year 1	3456627	-6570099	3456627	0.8696	3005763
Year 2	3968715	-2601384	7425342	0.7561	3000919
Year 3	3973525	1372141	11398867	0.6575	2612657
Year 4	3246786	4618927	14645653	0.5718	1856360
TOTAL					10475699

The Net NPV after 4 years is 448973

(10475699 - 10026726 )

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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	(10026726)	-10026726	-	-
Year 1	3456627	-6570099	3456627	0.8333	2880523
Year 2	3968715	-2601384	7425342	0.6944	2756052
Year 3	3973525	1372141	11398867	0.5787	2299494
Year 4	3246786	4618927	14645653	0.4823	1565773
TOTAL					9501841

The Net NPV after 4 years is -524885

At 20% discount rate the NPV is negative (9501841 - 10026726 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Sheng Siong's 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 Sheng Siong's has a NPV value higher than Zero then finance managers at Sheng Siong's 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 Sheng Siong's, then the stock price of the Sheng Siong's 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 Sheng Siong's 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 can impact the cash flow of the project.

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

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 Sheng Siong Supermarket: Building and Sustaining Competitive Advantage

References & Further Readings

Yi Rong Loh, Ye Jun Lee, Marleen Dieleman (2018), "Sheng Siong Supermarket: Building and Sustaining Competitive Advantage Harvard Business Review Case Study. Published by HBR Publications.