Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?
At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Project Dreamcast: Serious Play at Sega Enterprises Ltd. (A) case study is a Harvard Business School (HBR) case study written by Stefan Thomke, Andrew Robertson. The Project Dreamcast: Serious Play at Sega Enterprises Ltd. (A) (referred as “Dreamcast Sega” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. It also touches upon business topics such as - Value proposition, Marketing, Product development, Strategy execution.
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.
Focuses on the ongoing competitive battles in the global home video game market that is estimated to exceed $15 billion by 1999 in the United States and Japan alone. Describes how Sega Enterprises has redesigned its development processes to create a revolutionary 128-bit video game console (named Dreamcast). Having lost its leading position in an accelerating market to Sony's Playstation console, Sega is trying to reclaim its former position through an aggressive entry strategy in the Japanese market. Integral to this strategy is the ability to bring its Dreamcast console to market rapidly and to manage its relationships with independent game developers. Focuses on: 1) hardware and game software development, 2) the role of market share in an environment of increasing economic returns, and 3) the dynamics of market entry strategies as a function of development capabilities and competitive responses.
| Years | Cash Flow | Net Cash Flow | Cumulative Cash Flow |
Discount Rate @ 6 % |
Discounted Cash Flows |
|---|---|---|---|---|---|
| Year 0 | (10021468) | -10021468 | - | - | |
| Year 1 | 3463712 | -6557756 | 3463712 | 0.9434 | 3267653 |
| Year 2 | 3982345 | -2575411 | 7446057 | 0.89 | 3544273 |
| Year 3 | 3968975 | 1393564 | 11415032 | 0.8396 | 3332428 |
| Year 4 | 3244836 | 4638400 | 14659868 | 0.7921 | 2570214 |
| TOTAL | 14659868 | 12714568 |
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 -
Capital Budgeting Approaches
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Dreamcast Sega 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 Dreamcast Sega have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.
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
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 Dreamcast Sega 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 Dreamcast Sega 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.
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 | (10021468) | -10021468 | - | - | |
| Year 1 | 3463712 | -6557756 | 3463712 | 0.8696 | 3011923 |
| Year 2 | 3982345 | -2575411 | 7446057 | 0.7561 | 3011225 |
| Year 3 | 3968975 | 1393564 | 11415032 | 0.6575 | 2609665 |
| Year 4 | 3244836 | 4638400 | 14659868 | 0.5718 | 1855246 |
| TOTAL | 10488059 |
(10488059 - 10021468 )
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 | (10021468) | -10021468 | - | - | |
| Year 1 | 3463712 | -6557756 | 3463712 | 0.8333 | 2886427 |
| Year 2 | 3982345 | -2575411 | 7446057 | 0.6944 | 2765517 |
| Year 3 | 3968975 | 1393564 | 11415032 | 0.5787 | 2296861 |
| Year 4 | 3244836 | 4638400 | 14659868 | 0.4823 | 1564832 |
| TOTAL | 9513637 |
At 20% discount rate the NPV is negative (9513637 - 10021468 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Dreamcast Sega to discount cash flow at lower discount rates such as 15%.
Simplest Approach – If the investment project of Dreamcast Sega has a NPV value higher than Zero then finance managers at Dreamcast Sega 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 Dreamcast Sega, then the stock price of the Dreamcast Sega 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.
Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Dreamcast Sega 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.
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 are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.
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.
Stefan Thomke, Andrew Robertson (2018), "Project Dreamcast: Serious Play at Sega Enterprises Ltd. (A) Harvard Business Review Case Study. Published by HBR Publications.
Feel free to connect with us if you need business research.
You can download Excel Template of Case Study Solution & Analysis of Project Dreamcast: Serious Play at Sega Enterprises Ltd. (A)
Transportation , Water Transportation
Services , Hotels & Motels
Basic Materials , Metal Mining
Services , Real Estate Operations
Energy , Oil & Gas Operations
Energy , Coal
Energy , Oil & Gas - Integrated
Basic Materials , Misc. Fabricated Products
Services , Hotels & Motels
Technology , Computer Storage Devices
Consumer/Non-Cyclical , Fish/Livestock
Basic Materials , Metal Mining