France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall 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 France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall case study is a Harvard Business School (HBR) case study written by Normand Turgeon, JoAnne LaBrecque, Philippe Lefevre. The France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall (referred as “Surgela Scandal” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Customers, Ethics, Public relations.

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 France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall Case Study

This case describes a major food fraud scandal that resulted in a much-publicized product recall. The episode was dubbed "Horsegate" by the national and international press. In early 2013, a scandal broke out in Ireland and the UK when horsemeat was found in frozen prepared meals sold as containing 100% beef. Findus Nordic, the company involved in the scandal, sold the same products in France. The press launched an investigation, and there were numerous media reports. A French company, Picard SurgelA?s, was found to have two products tainted with horsemeat. Both companies had to recall their products. Politicians got involved and carefully followed the crisis. Organizations in the supply chain implicated in the scandal struggled to defend themselves and blamed each other. French consumers reacted, and sales of frozen meat products dropped sharply. Findus Nordic and Picard SurgelA?s's brands were the most heavily impacted in France. This case focuses on Picard SurgelA?s, an integrated food processor that sells its store brand (private label) products in a company-owned chain of retail stores. The company needs help, and brand managers and marketing communications specialists must assess the situation and make recommendations to address the aftermath of the food fraud/product recall.

Case Authors : Normand Turgeon, JoAnne LaBrecque, Philippe Lefevre

Topic : Sales & Marketing

Related Areas : Customers, Ethics, Public relations

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Calculating Net Present Value (NPV) at 6% for France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10008229)	-10008229	-	-
Year 1	3448931	-6559298	3448931	0.9434	3253708
Year 2	3981309	-2577989	7430240	0.89	3543351
Year 3	3959089	1381100	11389329	0.8396	3324127
Year 4	3244121	4625221	14633450	0.7921	2569648
TOTAL			14633450		12690834

The Net Present Value at 6% discount rate is 2682605

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. Profitability Index
3. Net Present Value
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Surgela Scandal 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 Surgela Scandal 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 France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall

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 Sales & Marketing 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 Surgela Scandal 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 Surgela Scandal 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	(10008229)	-10008229	-	-
Year 1	3448931	-6559298	3448931	0.8696	2999070
Year 2	3981309	-2577989	7430240	0.7561	3010442
Year 3	3959089	1381100	11389329	0.6575	2603165
Year 4	3244121	4625221	14633450	0.5718	1854837
TOTAL					10467514

The Net NPV after 4 years is 459285

(10467514 - 10008229 )

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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	(10008229)	-10008229	-	-
Year 1	3448931	-6559298	3448931	0.8333	2874109
Year 2	3981309	-2577989	7430240	0.6944	2764798
Year 3	3959089	1381100	11389329	0.5787	2291139
Year 4	3244121	4625221	14633450	0.4823	1564487
TOTAL					9494534

The Net NPV after 4 years is -513695

At 20% discount rate the NPV is negative (9494534 - 10008229 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Surgela Scandal 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 Surgela Scandal has a NPV value higher than Zero then finance managers at Surgela Scandal 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 Surgela Scandal, then the stock price of the Surgela Scandal 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 Surgela Scandal 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 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.

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 France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall

References & Further Readings

Normand Turgeon, JoAnne LaBrecque, Philippe Lefevre (2018), "France's "Horsegate" Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall Harvard Business Review Case Study. Published by HBR Publications.