The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age 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 The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age case study is a Harvard Business School (HBR) case study written by Felipe L Monteiro, Anne-Marie Carrick. The The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age (referred as “Heuer Tag” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Competition, Disruptive innovation.

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 The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age Case Study

The Swiss company TAG Heuer, maker of luxury watches, is part of the LVMH group (Moet Hennessy Louis Vuitton). In 2015, CEO Jean-Claude Biver is deciding whether to launch its first-ever fully connected Swiss watch, manufactured in partnership with Google and Intel. Entering this new market presents an unprecedented challenge: making a watch based on a technology (microprocessors) that the Swiss have not mastered. Is TAG Heuer ready to compete in the digital space - and potentially without the traditional 'Swiss Made' label? Case B takes up the story following the successful launch of the TAG Heuer connected watch. Sales are beyond all expectations for the luxury Swiss watchmaker and its partners Intel and Google. There are a few surprises too - the consumers are older than they expected and the watches sell out far quicker than anticipated - hence the company runs into some supply chain issues. Please visit the https://cases.insead.edu/tag-heuer dedicated case website to access supplementary material.

Case Authors : Felipe L Monteiro, Anne-Marie Carrick

Topic : Strategy & Execution

Related Areas : Competition, Disruptive innovation

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Calculating Net Present Value (NPV) at 6% for The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10028915)	-10028915	-	-
Year 1	3444850	-6584065	3444850	0.9434	3249858
Year 2	3962593	-2621472	7407443	0.89	3526694
Year 3	3974161	1352689	11381604	0.8396	3336782
Year 4	3242668	4595357	14624272	0.7921	2568497
TOTAL			14624272		12681831

The Net Present Value at 6% discount rate is 2652916

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. Internal Rate of Return
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. Timing of the expected cash flows – stockholders of Heuer Tag 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. Heuer Tag 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 The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age

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 Strategy & Execution 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 Heuer Tag 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 Heuer Tag 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	(10028915)	-10028915	-	-
Year 1	3444850	-6584065	3444850	0.8696	2995522
Year 2	3962593	-2621472	7407443	0.7561	2996290
Year 3	3974161	1352689	11381604	0.6575	2613075
Year 4	3242668	4595357	14624272	0.5718	1854006
TOTAL					10458893

The Net NPV after 4 years is 429978

(10458893 - 10028915 )

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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	(10028915)	-10028915	-	-
Year 1	3444850	-6584065	3444850	0.8333	2870708
Year 2	3962593	-2621472	7407443	0.6944	2751801
Year 3	3974161	1352689	11381604	0.5787	2299862
Year 4	3242668	4595357	14624272	0.4823	1563787
TOTAL					9486157

The Net NPV after 4 years is -542758

At 20% discount rate the NPV is negative (9486157 - 10028915 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Heuer Tag 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 Heuer Tag has a NPV value higher than Zero then finance managers at Heuer Tag 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 Heuer Tag, then the stock price of the Heuer Tag 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 Heuer Tag 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 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.

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.

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Negotiation Strategy of The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age

References & Further Readings

Felipe L Monteiro, Anne-Marie Carrick (2018), "The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde in the Digital Age Harvard Business Review Case Study. Published by HBR Publications.