Finding the Path to Operational Excellence at ZENI 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 Finding the Path to Operational Excellence at ZENI case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Finding the Path to Operational Excellence at ZENI case study is a Harvard Business School (HBR) case study written by Julio Sanchez-Loppacher, Maria Barale, Marcelo Pancotto. The Finding the Path to Operational Excellence at ZENI (referred as “Ufi Zeni” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. It also touches upon business topics such as - Value proposition, Managing organizations, Manufacturing.

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 Finding the Path to Operational Excellence at ZENI Case Study

The forestry industry unit (UFI) of ZENI, an important business area that carried out its own felling operation and featured high levels of investment in timber processing equipment and technology was run by one of the Founder son Patricio Zeni. Despite strong growth in recent years, UFI's profitability had gradually declined, partly due to the domestic economic situation which was marked by cost increases as a consequence of inflation between 15% to 20% annually, with an almost fixed exchange rate and, partly because the industry was becoming more globally competitive, prices in the USA market were set by two major competitors. Although internal operations seemed to run smoothly, General Manager of UFI -Patricio- was sure that better results in terms of profits could be achieved with more accurate diagnosis especially focus in production balance. The case explores whether UFI should implement a pull-based production planning system to improve company commercial performance and meet future demand or a push-based production system to maximize operational efficiency. Also, the case looks into the feasibility of implementing a control and monitoring system with operational indicators to reduce production problems. Finally, the case introduces the concern about the current organizational structure and how to reorganize the planning management function, possibly turning it into an independent area.

Case Authors : Julio Sanchez-Loppacher, Maria Barale, Marcelo Pancotto

Topic : Technology & Operations

Related Areas : Managing organizations, Manufacturing

Calculating Net Present Value (NPV) at 6% for Finding the Path to Operational Excellence at ZENI Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10029271) -10029271 - -
Year 1 3461126 -6568145 3461126 0.9434 3265213
Year 2 3956069 -2612076 7417195 0.89 3520887
Year 3 3940176 1328100 11357371 0.8396 3308248
Year 4 3228419 4556519 14585790 0.7921 2557210
TOTAL 14585790 12651559

The Net Present Value at 6% discount rate is 2622288

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

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 Ufi Zeni 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. Ufi Zeni shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

Formula and Steps to Calculate Net Present Value (NPV) of Finding the Path to Operational Excellence at ZENI

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 Ufi Zeni 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 Ufi Zeni 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 %
Cash Flows
Year 0 (10029271) -10029271 - -
Year 1 3461126 -6568145 3461126 0.8696 3009675
Year 2 3956069 -2612076 7417195 0.7561 2991357
Year 3 3940176 1328100 11357371 0.6575 2590730
Year 4 3228419 4556519 14585790 0.5718 1845859
TOTAL 10437620

The Net NPV after 4 years is 408349

(10437620 - 10029271 )

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 %
Cash Flows
Year 0 (10029271) -10029271 - -
Year 1 3461126 -6568145 3461126 0.8333 2884272
Year 2 3956069 -2612076 7417195 0.6944 2747270
Year 3 3940176 1328100 11357371 0.5787 2280194
Year 4 3228419 4556519 14585790 0.4823 1556915
TOTAL 9468651

The Net NPV after 4 years is -560620

At 20% discount rate the NPV is negative (9468651 - 10029271 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Ufi Zeni 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 Ufi Zeni has a NPV value higher than Zero then finance managers at Ufi Zeni 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 Ufi Zeni, then the stock price of the Ufi Zeni 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 Ufi Zeni 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 key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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.

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.

References & Further Readings

Julio Sanchez-Loppacher, Maria Barale, Marcelo Pancotto (2018), "Finding the Path to Operational Excellence at ZENI Harvard Business Review Case Study. Published by HBR Publications.