Haier's U.S. Refrigerator Strategy 2005 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 Haier's U.S. Refrigerator Strategy 2005 case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Haier's U.S. Refrigerator Strategy 2005 case study is a Harvard Business School (HBR) case study written by Pankaj Ghemawat, Thomas M. Hout, Jordan Siegel. The Haier's U.S. Refrigerator Strategy 2005 (referred as “Refrigerator U.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, Costs, Globalization, Operations management, 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

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Case Description of Haier's U.S. Refrigerator Strategy 2005 Case Study

Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a U.S. factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian manufacturer entering the United States; brand building and price positioning; the sourcing location decision trade-off between production costs and logistics costs; the role of change in the U.S. appliance distribution channels; global and regional competitive analysis; the response of U.S. competitors to the global sourcing evolution; and the time horizons of Chinese company management.

Case Authors : Pankaj Ghemawat, Thomas M. Hout, Jordan Siegel

Topic : Strategy & Execution

Related Areas : Costs, Globalization, Operations management, Strategy

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Calculating Net Present Value (NPV) at 6% for Haier's U.S. Refrigerator Strategy 2005 Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10014751)	-10014751	-	-
Year 1	3449717	-6565034	3449717	0.9434	3254450
Year 2	3978859	-2586175	7428576	0.89	3541170
Year 3	3944084	1357909	11372660	0.8396	3311529
Year 4	3242913	4600822	14615573	0.7921	2568691
TOTAL			14615573		12675840

The Net Present Value at 6% discount rate is 2661089

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

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. Refrigerator U.s 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 Refrigerator U.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.

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Formula and Steps to Calculate Net Present Value (NPV) of Haier's U.S. Refrigerator Strategy 2005

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 Refrigerator U.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 Refrigerator U.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	(10014751)	-10014751	-	-
Year 1	3449717	-6565034	3449717	0.8696	2999754
Year 2	3978859	-2586175	7428576	0.7561	3008589
Year 3	3944084	1357909	11372660	0.6575	2593299
Year 4	3242913	4600822	14615573	0.5718	1854146
TOTAL					10455788

The Net NPV after 4 years is 441037

(10455788 - 10014751 )

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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	(10014751)	-10014751	-	-
Year 1	3449717	-6565034	3449717	0.8333	2874764
Year 2	3978859	-2586175	7428576	0.6944	2763097
Year 3	3944084	1357909	11372660	0.5787	2282456
Year 4	3242913	4600822	14615573	0.4823	1563905
TOTAL					9484222

The Net NPV after 4 years is -530529

At 20% discount rate the NPV is negative (9484222 - 10014751 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Refrigerator U.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 Refrigerator U.s has a NPV value higher than Zero then finance managers at Refrigerator U.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 Refrigerator U.s, then the stock price of the Refrigerator U.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 Refrigerator U.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 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.

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Negotiation Strategy of Haier's U.S. Refrigerator Strategy 2005

References & Further Readings

Pankaj Ghemawat, Thomas M. Hout, Jordan Siegel (2018), "Haier's U.S. Refrigerator Strategy 2005 Harvard Business Review Case Study. Published by HBR Publications.