Qingdao TGOOD Electric Corporation 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 Qingdao TGOOD Electric Corporation case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Qingdao TGOOD Electric Corporation case study is a Harvard Business School (HBR) case study written by F. Warren McFarlan, Zheng Xiaoming, Chen Hao, Hong Zhang. The Qingdao TGOOD Electric Corporation (referred as “Tgood Dexiang” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Human resource 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 Qingdao TGOOD Electric Corporation Case Study

Founded in 2004, TGOOD is now the largest specialized developer and producer of cubicle-type transformation and distribution equipment in China, with the main products of outdoor cubicle-type power equipment supplemented by indoor switchgear cabinets, offered mainly to the railways, coal-mining and power industries. In 2001, TGOOD president Yu Dexiang led a dozen of his young colleagues to resign from state-owned enterprises and dive into the market. By 2011, by riding on the huge wave of China's railway construction and struggling arduously, TGOOD has developed from an unknown business of 20 people and RMB 8 million assets into a growing enterprise with net assets of over RMB 1.1 billion, annual operating revenue of over RMB 600 million, and employment of around 1,000. In September 2009, TGOOD became the first company in China to trade on the Shenzhen Stock Exchange GEM. At the same time, Yu Dexiang has crafted in his special way a cohesive and complementary entrepreneurial team and core employee team. In 2011, due to the stepping-down of railway minister Liu Zhijun for corruption reasons and the severe HSR accident happened in June 2011, China slowed down its railway construction, causing a great setback to TGOOD's development. This case was written at a time that TGOOD was starting to readjust its industrial structure and Yu Dexiang was pondering about the strategic directions of the company's "second starting-up" and the new task of team building.

Case Authors : F. Warren McFarlan, Zheng Xiaoming, Chen Hao, Hong Zhang

Topic : Strategy & Execution

Related Areas : Human resource management, Strategy

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Calculating Net Present Value (NPV) at 6% for Qingdao TGOOD Electric Corporation Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10008916)	-10008916	-	-
Year 1	3448365	-6560551	3448365	0.9434	3253175
Year 2	3972643	-2587908	7421008	0.89	3535638
Year 3	3937304	1349396	11358312	0.8396	3305836
Year 4	3249094	4598490	14607406	0.7921	2573587
TOTAL			14607406		12668236

The Net Present Value at 6% discount rate is 2659320

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. Payback Period
3. Profitability Index
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 Tgood Dexiang 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. Tgood Dexiang 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 Qingdao TGOOD Electric Corporation

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 Tgood Dexiang 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 Tgood Dexiang 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	(10008916)	-10008916	-	-
Year 1	3448365	-6560551	3448365	0.8696	2998578
Year 2	3972643	-2587908	7421008	0.7561	3003889
Year 3	3937304	1349396	11358312	0.6575	2588841
Year 4	3249094	4598490	14607406	0.5718	1857680
TOTAL					10448988

The Net NPV after 4 years is 440072

(10448988 - 10008916 )

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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	(10008916)	-10008916	-	-
Year 1	3448365	-6560551	3448365	0.8333	2873638
Year 2	3972643	-2587908	7421008	0.6944	2758780
Year 3	3937304	1349396	11358312	0.5787	2278532
Year 4	3249094	4598490	14607406	0.4823	1566886
TOTAL					9477835

The Net NPV after 4 years is -531081

At 20% discount rate the NPV is negative (9477835 - 10008916 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Tgood Dexiang 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 Tgood Dexiang has a NPV value higher than Zero then finance managers at Tgood Dexiang 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 Tgood Dexiang, then the stock price of the Tgood Dexiang 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 Tgood Dexiang 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 will be a multi year spillover effect of various taxation regulations.

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 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 Qingdao TGOOD Electric Corporation

References & Further Readings

F. Warren McFarlan, Zheng Xiaoming, Chen Hao, Hong Zhang (2018), "Qingdao TGOOD Electric Corporation Harvard Business Review Case Study. Published by HBR Publications.