Quest Foods Asia Pacific and the CRM Initiative 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 Quest Foods Asia Pacific and the CRM Initiative case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Quest Foods Asia Pacific and the CRM Initiative case study is a Harvard Business School (HBR) case study written by Allen Morrison, Donna Everatt. The Quest Foods Asia Pacific and the CRM Initiative (referred as “Quest Crm” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. It also touches upon business topics such as - Value proposition, Customers, International business, IT.

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 Quest Foods Asia Pacific and the CRM Initiative Case Study

Quest Foods International is one of the world's largest manufacturers of fragrances, flavors, and textures for the food, beverage, and consumer products industries. Quest Foods' regional vice president is in the process of implementing a business process reengineering project for the company. His current efforts focus on developing an information technology-based customer relationship management (CRM) system that he believes could give the company a sustainable competitive advantage with customers in the region and throughout the world. His ultimate goal is to bring Quest to the next phase of e-business. Despite high ambitions, his initiatives are making little headway. Internal opposition to change is significant and some key customers are growing concerned that Quest's CRM plans might miss the mark. Faced with considerable time and resource pressures, he is wondering how to set priorities and where to focus his energies.

Case Authors : Allen Morrison, Donna Everatt

Topic : Technology & Operations

Related Areas : Customers, International business, IT

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Calculating Net Present Value (NPV) at 6% for Quest Foods Asia Pacific and the CRM Initiative Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10028108)	-10028108	-	-
Year 1	3457700	-6570408	3457700	0.9434	3261981
Year 2	3969767	-2600641	7427467	0.89	3533078
Year 3	3948676	1348035	11376143	0.8396	3315385
Year 4	3247986	4596021	14624129	0.7921	2572709
TOTAL			14624129		12683153

The Net Present Value at 6% discount rate is 2655045

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. Payback Period
2. Profitability Index
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 Quest Crm 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. Quest Crm 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 Quest Foods Asia Pacific and the CRM Initiative

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 Technology & Operations 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 Quest Crm 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 Quest Crm 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	(10028108)	-10028108	-	-
Year 1	3457700	-6570408	3457700	0.8696	3006696
Year 2	3969767	-2600641	7427467	0.7561	3001714
Year 3	3948676	1348035	11376143	0.6575	2596319
Year 4	3247986	4596021	14624129	0.5718	1857047
TOTAL					10461775

The Net NPV after 4 years is 433667

(10461775 - 10028108 )

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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	(10028108)	-10028108	-	-
Year 1	3457700	-6570408	3457700	0.8333	2881417
Year 2	3969767	-2600641	7427467	0.6944	2756783
Year 3	3948676	1348035	11376143	0.5787	2285113
Year 4	3247986	4596021	14624129	0.4823	1566351
TOTAL					9489664

The Net NPV after 4 years is -538444

At 20% discount rate the NPV is negative (9489664 - 10028108 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Quest Crm 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 Quest Crm has a NPV value higher than Zero then finance managers at Quest Crm 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 Quest Crm, then the stock price of the Quest Crm 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 Quest Crm 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.

Understanding of risks involved in the project.

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

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.

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 Quest Foods Asia Pacific and the CRM Initiative

References & Further Readings

Allen Morrison, Donna Everatt (2018), "Quest Foods Asia Pacific and the CRM Initiative Harvard Business Review Case Study. Published by HBR Publications.