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Charagh Din: Dressing the Elite 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 Charagh Din: Dressing the Elite case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Charagh Din: Dressing the Elite case study is a Harvard Business School (HBR) case study written by Amita Mital, Vijayalakshmi Natarajan. The Charagh Din: Dressing the Elite (referred as “Charagh Din” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Manufacturing, Marketing.

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






Case Description of Charagh Din: Dressing the Elite Case Study


Charagh Din sold premium men's shirts in Mumbai, India, to elite customers. It had been in business for three generations, dating back to 1949, and had evolved from a small tailoring shop to a multi-storied showroom. The brand was recognized for its unique designs and outstanding customer service. However, unlike its competitors, Charagh Din did not have in-house manufacturing. The business model worked well when India was a regulated economy, but, after the 1990s, aggressive national and international competition that catered to the apparel needs of the entire family began eroding Charagh Din's market share. In 2017, the owner was considering how to target growth while being able to maintain family control over the company. Amita Mital is affiliated with Indian Institute of Management Lucknow.


Case Authors : Amita Mital, Vijayalakshmi Natarajan

Topic : Strategy & Execution

Related Areas : Manufacturing, Marketing




Calculating Net Present Value (NPV) at 6% for Charagh Din: Dressing the Elite Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10020080) -10020080 - -
Year 1 3466931 -6553149 3466931 0.9434 3270690
Year 2 3975554 -2577595 7442485 0.89 3538229
Year 3 3970528 1392933 11413013 0.8396 3333732
Year 4 3230933 4623866 14643946 0.7921 2559202
TOTAL 14643946 12701852




The Net Present Value at 6% discount rate is 2681772

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.




Capital Budgeting Approaches

Methods of Capital Budgeting


There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Payback Period
2. Net Present Value
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. Timing of the expected cash flows – stockholders of Charagh Din 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. Charagh Din shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.






Formula and Steps to Calculate Net Present Value (NPV) of Charagh Din: Dressing the Elite

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 Charagh Din 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 Charagh Din 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 (10020080) -10020080 - -
Year 1 3466931 -6553149 3466931 0.8696 3014723
Year 2 3975554 -2577595 7442485 0.7561 3006090
Year 3 3970528 1392933 11413013 0.6575 2610687
Year 4 3230933 4623866 14643946 0.5718 1847296
TOTAL 10478796


The Net NPV after 4 years is 458716

(10478796 - 10020080 )








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 (10020080) -10020080 - -
Year 1 3466931 -6553149 3466931 0.8333 2889109
Year 2 3975554 -2577595 7442485 0.6944 2760801
Year 3 3970528 1392933 11413013 0.5787 2297759
Year 4 3230933 4623866 14643946 0.4823 1558127
TOTAL 9505797


The Net NPV after 4 years is -514283

At 20% discount rate the NPV is negative (9505797 - 10020080 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Charagh Din 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 Charagh Din has a NPV value higher than Zero then finance managers at Charagh Din 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 Charagh Din, then the stock price of the Charagh Din 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 Charagh Din 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.

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 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.






Negotiation Strategy of Charagh Din: Dressing the Elite

References & Further Readings

Amita Mital, Vijayalakshmi Natarajan (2018), "Charagh Din: Dressing the Elite Harvard Business Review Case Study. Published by HBR Publications.


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