Process Reengineering in Emerging Markets: An Automaker's Experience (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 Process Reengineering in Emerging Markets: An Automaker's Experience (A) case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Process Reengineering in Emerging Markets: An Automaker's Experience (A) case study is a Harvard Business School (HBR) case study written by Haritha Saranga. The Process Reengineering in Emerging Markets: An Automaker's Experience (A) (referred as “Apa Otd” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. It also touches upon business topics such as - Value proposition, 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 Process Reengineering in Emerging Markets: An Automaker's Experience (A) Case Study

Set in early 2009, Part (A) of the case describes the operational challenges faced by a growing subsidiary firm of a global auto major, in an emerging economy. The case illustrates how India emerges as a key market and the Indian subsidiary evolves into a material management and logistics (MM&L) hub for its Asia Pacific and Africa (APA) region. As the volumes of APA region begin to increase, the parent company realizes the need to automate material planning and scheduling-related processes across the plants in the APA region, which were being managed manually. The company takes this opportunity to virtually integrate the entire supply chain across all the plants in the APA region, by linking sales planning, material planning, procurement, production scheduling, and delivery activities, through a common order-to-delivery (OTD) system for the APA region. The Indian subsidiary in the meantime decides to introduce a small car, specifically engineered to meet the requirements of a high-volume, but price-sensitive Indian market. The case then focuses on the challenges the APA MM&L team faces in implementing the OTD system, for the first time in India plant (to be followed by plants in Australia, South Africa, China, and Thailand), replacing the existing built-to-stock (BTS) model. Part (A) of the case ends by unfolding the age-old tension between the upstream material planning and scheduling activities and the downstream marketing and distribution networks. The various stakeholders in the system are left to grapple with these challenges before they can arrive at a consensus regarding "if and how to implement" the OTD system in order to enjoy the benefits of automation and virtual integration. Case (B) describes the outcomes of the actual implementation and provides scope for investigating the impact of OTD on the success of the small car introduced in the Indian market.

Case Authors : Haritha Saranga

Topic : Technology & Operations

Related Areas : IT, Supply chain

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Calculating Net Present Value (NPV) at 6% for Process Reengineering in Emerging Markets: An Automaker's Experience (A) Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10020306)	-10020306	-	-
Year 1	3465466	-6554840	3465466	0.9434	3269308
Year 2	3974556	-2580284	7440022	0.89	3537341
Year 3	3936008	1355724	11376030	0.8396	3304748
Year 4	3240623	4596347	14616653	0.7921	2566877
TOTAL			14616653		12678273

The Net Present Value at 6% discount rate is 2657967

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. Internal Rate of Return
2. Net Present Value
3. Payback Period
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. Apa Otd 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 Apa Otd have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of Process Reengineering in Emerging Markets: An Automaker's Experience (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 Apa Otd 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 Apa Otd 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	(10020306)	-10020306	-	-
Year 1	3465466	-6554840	3465466	0.8696	3013449
Year 2	3974556	-2580284	7440022	0.7561	3005335
Year 3	3936008	1355724	11376030	0.6575	2587989
Year 4	3240623	4596347	14616653	0.5718	1852837
TOTAL					10459610

The Net NPV after 4 years is 439304

(10459610 - 10020306 )

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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	(10020306)	-10020306	-	-
Year 1	3465466	-6554840	3465466	0.8333	2887888
Year 2	3974556	-2580284	7440022	0.6944	2760108
Year 3	3936008	1355724	11376030	0.5787	2277782
Year 4	3240623	4596347	14616653	0.4823	1562800
TOTAL					9488580

The Net NPV after 4 years is -531726

At 20% discount rate the NPV is negative (9488580 - 10020306 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Apa Otd 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 Apa Otd has a NPV value higher than Zero then finance managers at Apa Otd 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 Apa Otd, then the stock price of the Apa Otd 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 Apa Otd 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 –

Understanding of risks involved in the project.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

What can impact the cash flow of 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.

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 Process Reengineering in Emerging Markets: An Automaker's Experience (A)

References & Further Readings

Haritha Saranga (2018), "Process Reengineering in Emerging Markets: An Automaker's Experience (A) Harvard Business Review Case Study. Published by HBR Publications.