×




Xerox (Hong Kong): Sales Activity Management Process (A) 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 Xerox (Hong Kong): Sales Activity Management Process (A) case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Xerox (Hong Kong): Sales Activity Management Process (A) case study is a Harvard Business School (HBR) case study written by E.F. Peter Newson, Michael Zhao. The Xerox (Hong Kong): Sales Activity Management Process (A) (referred as “Sales Force” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. It also touches upon business topics such as - Value proposition, Sales.

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 Xerox (Hong Kong): Sales Activity Management Process (A) Case Study


The sales director of Xerox (Hong Kong) has a vision to transform sales force management processes that would require radical changes to both the organization and the information technology infrastructure. The design includes a companywide database to be available to the sales force by remote access through Intranet/Internet. From this database the sales force could manage their territory using notebook computers while traveling, working at client sites, sitting in meetings, or talking on the phone. At the time of sale, they could check inventory, quote prices, notify delivery or service schedules, and make billing arrangements. Successful implementation of the plan requires the sales director to overcome financial constraints, ingrained habits, traditional cultural values, an inadequate information technology infrastructure, and the effects of the change beyond the sales organization.


Case Authors : E.F. Peter Newson, Michael Zhao

Topic : Technology & Operations

Related Areas : Sales




Calculating Net Present Value (NPV) at 6% for Xerox (Hong Kong): Sales Activity Management Process (A) Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10008127) -10008127 - -
Year 1 3470740 -6537387 3470740 0.9434 3274283
Year 2 3960478 -2576909 7431218 0.89 3524811
Year 3 3967692 1390783 11398910 0.8396 3331351
Year 4 3243530 4634313 14642440 0.7921 2569180
TOTAL 14642440 12699625




The Net Present Value at 6% discount rate is 2691498

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. Net Present Value
4. Profitability Index

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. Sales Force 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 Sales Force 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 Xerox (Hong Kong): Sales Activity Management Process (A)

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 Sales Force 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 Sales Force 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 (10008127) -10008127 - -
Year 1 3470740 -6537387 3470740 0.8696 3018035
Year 2 3960478 -2576909 7431218 0.7561 2994690
Year 3 3967692 1390783 11398910 0.6575 2608822
Year 4 3243530 4634313 14642440 0.5718 1854499
TOTAL 10476046


The Net NPV after 4 years is 467919

(10476046 - 10008127 )








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 (10008127) -10008127 - -
Year 1 3470740 -6537387 3470740 0.8333 2892283
Year 2 3960478 -2576909 7431218 0.6944 2750332
Year 3 3967692 1390783 11398910 0.5787 2296118
Year 4 3243530 4634313 14642440 0.4823 1564202
TOTAL 9502936


The Net NPV after 4 years is -505191

At 20% discount rate the NPV is negative (9502936 - 10008127 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Sales Force 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 Sales Force has a NPV value higher than Zero then finance managers at Sales Force 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 Sales Force, then the stock price of the Sales Force 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 Sales Force 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 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 will be a multi year spillover effect of various taxation regulations.

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.






Negotiation Strategy of Xerox (Hong Kong): Sales Activity Management Process (A)

References & Further Readings

E.F. Peter Newson, Michael Zhao (2018), "Xerox (Hong Kong): Sales Activity Management Process (A) Harvard Business Review Case Study. Published by HBR Publications.


Xinjiang Dushanzi TianLi SWOT Analysis / TOWS Matrix

Basic Materials , Chemical Manufacturing


Hoegh LNG Partners LP SWOT Analysis / TOWS Matrix

Transportation , Water Transportation


IGD SWOT Analysis / TOWS Matrix

Services , Real Estate Operations


Shenzhen Int Hlds SWOT Analysis / TOWS Matrix

Transportation , Misc. Transportation


ADTRAN SWOT Analysis / TOWS Matrix

Technology , Communications Equipment


NETGEAR SWOT Analysis / TOWS Matrix

Technology , Communications Equipment


Plastic2Oil Inc SWOT Analysis / TOWS Matrix

Services , Waste Management Services


Triwira Insanlestari SWOT Analysis / TOWS Matrix

Capital Goods , Misc. Capital Goods


Prism Cement SWOT Analysis / TOWS Matrix

Capital Goods , Construction - Raw Materials