Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth 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 Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth case study is a Harvard Business School (HBR) case study written by Caren Scheepers, Natalie Van der Veen. The Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth (referred as “Inclusive Gavin” from here on) case study provides evaluation & decision scenario in field of Organizational Development. It also touches upon business topics such as - Value proposition, Leadership, Manufacturing, Organizational culture.

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 Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth Case Study

On December 5, 2017, Tony Mun-Gavin, the business unit head for Personal Care at Unilever South Africa, was leading an immersion experience for new team members in the Soweto township of Johannesburg. The immersion was part of an effort to continuously embed a culture of inclusive growth with new employees, and it aligned with the corporate social responsibility commitment of the parent company, Unilever Pty. Ltd. Mun-Gavin faced a conflict in marketing the company's personal care brand, Lux, which had always been associated with glamorous female celebrities but that was no longer in line with the company's commitments to sustainability, inclusive growth, and women's empowerment. His team had to work to re-position the brand to celebrate the diverse roles of women in the 21st century. Would the re-positioning work, and would it be consistent with the company's goals of embedding a culture of inclusive growth and ensuring sustainability across the organization? Caren Scheepers and Natalie Van der Veen are affiliated with University of Pretoria.

Case Authors : Caren Scheepers, Natalie Van der Veen

Topic : Organizational Development

Related Areas : Leadership, Manufacturing, Organizational culture

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Calculating Net Present Value (NPV) at 6% for Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10024550)	-10024550	-	-
Year 1	3458209	-6566341	3458209	0.9434	3262461
Year 2	3955653	-2610688	7413862	0.89	3520517
Year 3	3973287	1362599	11387149	0.8396	3336048
Year 4	3250505	4613104	14637654	0.7921	2574704
TOTAL			14637654		12693731

The Net Present Value at 6% discount rate is 2669181

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. 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 Inclusive Gavin 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. Inclusive Gavin 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 Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth

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 Organizational Development 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 Inclusive Gavin 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 Inclusive Gavin 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	(10024550)	-10024550	-	-
Year 1	3458209	-6566341	3458209	0.8696	3007138
Year 2	3955653	-2610688	7413862	0.7561	2991042
Year 3	3973287	1362599	11387149	0.6575	2612501
Year 4	3250505	4613104	14637654	0.5718	1858487
TOTAL					10469168

The Net NPV after 4 years is 444618

(10469168 - 10024550 )

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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	(10024550)	-10024550	-	-
Year 1	3458209	-6566341	3458209	0.8333	2881841
Year 2	3955653	-2610688	7413862	0.6944	2746981
Year 3	3973287	1362599	11387149	0.5787	2299356
Year 4	3250505	4613104	14637654	0.4823	1567566
TOTAL					9495744

The Net NPV after 4 years is -528806

At 20% discount rate the NPV is negative (9495744 - 10024550 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Inclusive Gavin 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 Inclusive Gavin has a NPV value higher than Zero then finance managers at Inclusive Gavin 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 Inclusive Gavin, then the stock price of the Inclusive Gavin 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 Inclusive Gavin 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 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.

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 will be a multi year spillover effect of various taxation regulations.

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 Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth

References & Further Readings

Caren Scheepers, Natalie Van der Veen (2018), "Unilever South Africa: Contextual Leadership of Culture for Inclusive Growth Harvard Business Review Case Study. Published by HBR Publications.