Dairy Farm Group: Redesign of Business Systems and Processes 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 Dairy Farm Group: Redesign of Business Systems and Processes case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Dairy Farm Group: Redesign of Business Systems and Processes case study is a Harvard Business School (HBR) case study written by Ali F. Farhoomand, Pauline Ng, Eugenia Ng, Probir Banerjee. The Dairy Farm Group: Redesign of Business Systems and Processes (referred as “Dfg Dairy” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. It also touches upon business topics such as - Value proposition, Competitive strategy, IT, Supply chain.

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 Dairy Farm Group: Redesign of Business Systems and Processes Case Study

In 1997, retail sales begain to slump for the Dairy Farm Group of Companies (DFG), a major food retailer based in Hong Kong with operations in many major cities in Asia Pacific. The Asian economic crisis of 1997 was one cause. However, another major cause was increasing competition from aggressive European and U.S. retail chains that were preparing to gain a foothold in the growing Asian market. DFG realized that to combat competition and retain its dominant position in Asia Pacific, it had to change its business strategy from that of "buying and selling" to "sensing and responding." The case investigates DFG's existing business systems and processes and looks at the possibilities of gaining competitive advantage, either by acquiring state of the art systems and technical infrastructure or through radical redesign of its critical business processes supported by technology.

Case Authors : Ali F. Farhoomand, Pauline Ng, Eugenia Ng, Probir Banerjee

Topic : Technology & Operations

Related Areas : Competitive strategy, IT, Supply chain

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Calculating Net Present Value (NPV) at 6% for Dairy Farm Group: Redesign of Business Systems and Processes Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10026380)	-10026380	-	-
Year 1	3463506	-6562874	3463506	0.9434	3267458
Year 2	3956346	-2606528	7419852	0.89	3521134
Year 3	3958635	1352107	11378487	0.8396	3323746
Year 4	3223194	4575301	14601681	0.7921	2553072
TOTAL			14601681		12665410

The Net Present Value at 6% discount rate is 2639030

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 Dfg Dairy 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. Dfg Dairy 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 Dairy Farm Group: Redesign of Business Systems and Processes

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 Dfg Dairy 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 Dfg Dairy 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	(10026380)	-10026380	-	-
Year 1	3463506	-6562874	3463506	0.8696	3011744
Year 2	3956346	-2606528	7419852	0.7561	2991566
Year 3	3958635	1352107	11378487	0.6575	2602867
Year 4	3223194	4575301	14601681	0.5718	1842872
TOTAL					10449049

The Net NPV after 4 years is 422669

(10449049 - 10026380 )

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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	(10026380)	-10026380	-	-
Year 1	3463506	-6562874	3463506	0.8333	2886255
Year 2	3956346	-2606528	7419852	0.6944	2747463
Year 3	3958635	1352107	11378487	0.5787	2290877
Year 4	3223194	4575301	14601681	0.4823	1554395
TOTAL					9478989

The Net NPV after 4 years is -547391

At 20% discount rate the NPV is negative (9478989 - 10026380 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Dfg Dairy 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 Dfg Dairy has a NPV value higher than Zero then finance managers at Dfg Dairy 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 Dfg Dairy, then the stock price of the Dfg Dairy 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 Dfg Dairy 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 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.

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.

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 Dairy Farm Group: Redesign of Business Systems and Processes

References & Further Readings

Ali F. Farhoomand, Pauline Ng, Eugenia Ng, Probir Banerjee (2018), "Dairy Farm Group: Redesign of Business Systems and Processes Harvard Business Review Case Study. Published by HBR Publications.