United Airlines' Service-Recovery Challenge After Reputation Meltdown 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 United Airlines' Service-Recovery Challenge After Reputation Meltdown case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. United Airlines' Service-Recovery Challenge After Reputation Meltdown case study is a Harvard Business School (HBR) case study written by Sandeep Puri, Kushal Dev Kashyap, Gaganpreet Singh. The United Airlines' Service-Recovery Challenge After Reputation Meltdown (referred as “United Passenger” 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.

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 United Airlines' Service-Recovery Challenge After Reputation Meltdown Case Study

In 2017, United Airlines suffered a blow to its corporate reputation throughout the United States and international markets, including China, mainly due to an incident on United flight 3411, in which an airport enforcement officer forcibly dragged a passenger out of a plane. The inadequate public relations reaction following the incident and ineffective crisis management left the company reeling. The company became subject to scathing social media attacks, customer dissatisfaction, passenger anger, and a drop in its stock value. The airline, which had already been grappling with very low rankings in customer satisfaction indexes, realized the need to rebuild its brand and greatly improve its customer satisfaction ratings. To prevent such instances from occurring in the future, United needed to take steps to rebuild its tarnished brand image and consider some important questions: What service expectations did customers have of airlines such as United? How would these expectations develop over time? How important were customer satisfaction, client relationships, and passenger experience to United? How could an airline company conduct a root cause analysis for service failure? How could it analyze the different gaps in delivering good quality service? Sandeep Puri is affiliated with Asian Institute of Management. Gaganpreet Singh is affiliated with National Institute of Industrial Engineering.

Case Authors : Sandeep Puri, Kushal Dev Kashyap, Gaganpreet Singh

Topic : Sales & Marketing

Related Areas : Customers

---

Calculating Net Present Value (NPV) at 6% for United Airlines' Service-Recovery Challenge After Reputation Meltdown Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10026245)	-10026245	-	-
Year 1	3460104	-6566141	3460104	0.9434	3264249
Year 2	3968042	-2598099	7428146	0.89	3531543
Year 3	3967175	1369076	11395321	0.8396	3330917
Year 4	3249821	4618897	14645142	0.7921	2574163
TOTAL			14645142		12700872

The Net Present Value at 6% discount rate is 2674627

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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. United Passenger 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 United Passenger have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

---

Formula and Steps to Calculate Net Present Value (NPV) of United Airlines' Service-Recovery Challenge After Reputation Meltdown

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 United Passenger 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 United Passenger 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	(10026245)	-10026245	-	-
Year 1	3460104	-6566141	3460104	0.8696	3008786
Year 2	3968042	-2598099	7428146	0.7561	3000410
Year 3	3967175	1369076	11395321	0.6575	2608482
Year 4	3249821	4618897	14645142	0.5718	1858096
TOTAL					10475774

The Net NPV after 4 years is 449529

(10475774 - 10026245 )

---

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	(10026245)	-10026245	-	-
Year 1	3460104	-6566141	3460104	0.8333	2883420
Year 2	3968042	-2598099	7428146	0.6944	2755585
Year 3	3967175	1369076	11395321	0.5787	2295819
Year 4	3249821	4618897	14645142	0.4823	1567236
TOTAL					9502060

The Net NPV after 4 years is -524185

At 20% discount rate the NPV is negative (9502060 - 10026245 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of United Passenger 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 United Passenger has a NPV value higher than Zero then finance managers at United Passenger 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 United Passenger, then the stock price of the United Passenger 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 United Passenger 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 will be a multi year spillover effect of various taxation regulations.

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 can impact the cash flow of 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.

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 United Airlines' Service-Recovery Challenge After Reputation Meltdown

References & Further Readings

Sandeep Puri, Kushal Dev Kashyap, Gaganpreet Singh (2018), "United Airlines' Service-Recovery Challenge After Reputation Meltdown Harvard Business Review Case Study. Published by HBR Publications.