Apple: How to Grow on Chinese Soil 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 Apple: How to Grow on Chinese Soil case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Apple: How to Grow on Chinese Soil case study is a Harvard Business School (HBR) case study written by Ali Farhoomand, Filip Ziolek. The Apple: How to Grow on Chinese Soil (referred as “Apple Pastures” from here on) case study provides evaluation & decision scenario in field of Leadership & Managing People. It also touches upon business topics such as - Value proposition, Growth strategy, Innovation, Internet, IT, Mobile.

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 Apple: How to Grow on Chinese Soil Case Study

For years, Chinese manufacturers displaced Western companies by offering lower prices. More recently they began to disrupt by challenging existing business models. Displacement was easy to combat by improving processes and lowering costs but fighting disruption required innovation along business models, which entailed transformation of business processes as well as reformulation of value propositions. With iPhone generating about two thirds of its revenue, Apple was trying to boost its service and other product lines. It had also invested in solar powered energy systemsas well as a wind turbine technology in China. The Company also ventured with Didi (the company which outdid Uber in China) to develop self-driving vehicles. Exploring new strategic pastures, however, Apple had to ensure the success of iPhone 8 while further leveraging its platform ecosystem. It was not clear how Apple could reposition itself to sustain the pushback by the Chinese brands while exploring new strategic pastures in light of possible tightening of the Sino-U.S. economic relations.

Case Authors : Ali Farhoomand, Filip Ziolek

Topic : Leadership & Managing People

Related Areas : Growth strategy, Innovation, Internet, IT, Mobile

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Calculating Net Present Value (NPV) at 6% for Apple: How to Grow on Chinese Soil Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10017909)	-10017909	-	-
Year 1	3447665	-6570244	3447665	0.9434	3252514
Year 2	3968097	-2602147	7415762	0.89	3531592
Year 3	3947289	1345142	11363051	0.8396	3314220
Year 4	3226844	4571986	14589895	0.7921	2555963
TOTAL			14589895		12654289

The Net Present Value at 6% discount rate is 2636380

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. 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 Apple Pastures 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. Apple Pastures 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 Apple: How to Grow on Chinese Soil

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 Leadership & Managing People 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 Apple Pastures 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 Apple Pastures 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	(10017909)	-10017909	-	-
Year 1	3447665	-6570244	3447665	0.8696	2997970
Year 2	3968097	-2602147	7415762	0.7561	3000451
Year 3	3947289	1345142	11363051	0.6575	2595407
Year 4	3226844	4571986	14589895	0.5718	1844959
TOTAL					10438786

The Net NPV after 4 years is 420877

(10438786 - 10017909 )

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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	(10017909)	-10017909	-	-
Year 1	3447665	-6570244	3447665	0.8333	2873054
Year 2	3968097	-2602147	7415762	0.6944	2755623
Year 3	3947289	1345142	11363051	0.5787	2284311
Year 4	3226844	4571986	14589895	0.4823	1556155
TOTAL					9469143

The Net NPV after 4 years is -548766

At 20% discount rate the NPV is negative (9469143 - 10017909 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Apple Pastures 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 Apple Pastures has a NPV value higher than Zero then finance managers at Apple Pastures 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 Apple Pastures, then the stock price of the Apple Pastures 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 Apple Pastures 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 will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of the project.

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 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 Apple: How to Grow on Chinese Soil

References & Further Readings

Ali Farhoomand, Filip Ziolek (2018), "Apple: How to Grow on Chinese Soil Harvard Business Review Case Study. Published by HBR Publications.