Azza Fahmy Jewellery: International Expansion 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 Azza Fahmy Jewellery: International Expansion case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Azza Fahmy Jewellery: International Expansion case study is a Harvard Business School (HBR) case study written by Marina Apaydin, Hend Mostafa, Mariam Mohamed Sherin, Mariam Ali Mobarak. The Azza Fahmy Jewellery: International Expansion (referred as “Jewellery Azza” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, 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 Azza Fahmy Jewellery: International Expansion Case Study

This is the third case in the Azza Fahmy series. This case and the three others in this series (9B13M097, 9B13M098 and 9B14M023) can be used together or on a standalone basis.This case series features a female Egyptian entrepreneur who faces the challenge of developing her self-titled jewellery brand. This case describes some of the first steps of doing business internationally in the West. Lacking international experience, the entrepreneur seeks to minimize risk by entering into a strategic alliance with renowned fashion designers. They systematically help her to introduce her brand to the international market, albeit on a limited scale. After the initial success, she begins to plan a more structured approach towards internationalization. She decides to commission a thorough study of France, Spain and Turkey, as they are historically familiar with Arabic jewellery designs. Accordingly, the case identifies specific information about the three countries so that students can compare them in order to reach the best decision about structured international expansion. Author Marina Apaydin is affiliated with American University of Beirut. Author Hend Mostafa is affiliated with American University of Cairo.

Case Authors : Marina Apaydin, Hend Mostafa, Mariam Mohamed Sherin, Mariam Ali Mobarak

Topic : Strategy & Execution

Related Areas : Strategy

---

Calculating Net Present Value (NPV) at 6% for Azza Fahmy Jewellery: International Expansion Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10012243)	-10012243	-	-
Year 1	3463838	-6548405	3463838	0.9434	3267772
Year 2	3953011	-2595394	7416849	0.89	3518166
Year 3	3965997	1370603	11382846	0.8396	3329928
Year 4	3222884	4593487	14605730	0.7921	2552826
TOTAL			14605730		12668691

The Net Present Value at 6% discount rate is 2656448

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

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. Jewellery Azza 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 Jewellery Azza have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

---

Formula and Steps to Calculate Net Present Value (NPV) of Azza Fahmy Jewellery: International Expansion

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 Jewellery Azza 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 Jewellery Azza 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	(10012243)	-10012243	-	-
Year 1	3463838	-6548405	3463838	0.8696	3012033
Year 2	3953011	-2595394	7416849	0.7561	2989044
Year 3	3965997	1370603	11382846	0.6575	2607707
Year 4	3222884	4593487	14605730	0.5718	1842694
TOTAL					10451479

The Net NPV after 4 years is 439236

(10451479 - 10012243 )

---

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	(10012243)	-10012243	-	-
Year 1	3463838	-6548405	3463838	0.8333	2886532
Year 2	3953011	-2595394	7416849	0.6944	2745147
Year 3	3965997	1370603	11382846	0.5787	2295137
Year 4	3222884	4593487	14605730	0.4823	1554246
TOTAL					9481061

The Net NPV after 4 years is -531182

At 20% discount rate the NPV is negative (9481061 - 10012243 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Jewellery Azza 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 Jewellery Azza has a NPV value higher than Zero then finance managers at Jewellery Azza 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 Jewellery Azza, then the stock price of the Jewellery Azza 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 Jewellery Azza 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.

---

Negotiation Strategy of Azza Fahmy Jewellery: International Expansion

References & Further Readings

Marina Apaydin, Hend Mostafa, Mariam Mohamed Sherin, Mariam Ali Mobarak (2018), "Azza Fahmy Jewellery: International Expansion Harvard Business Review Case Study. Published by HBR Publications.