Target Corporation Rewards Program, June 2010 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 Target Corporation Rewards Program, June 2010 case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Target Corporation Rewards Program, June 2010 case study is a Harvard Business School (HBR) case study written by Robert M. Conroy. The Target Corporation Rewards Program, June 2010 (referred as “Redcard Scovanner” from here on) case study provides evaluation & decision scenario in field of Finance & Accounting. It also touches upon business topics such as - Value proposition, Strategy.

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 Target Corporation Rewards Program, June 2010 Case Study

It was May 2010, and the results were in. For Doug Scovanner, CFO of Target Corporation, there was good news, and there was bad news. The recent trials of a new REDcard Rewards Program in Kansas City, Missouri, and San Antonio, Texas, had yielded mixed results. In San Antonio, the new rewards program offered customers a 3% discount on Target purchases when using a REDcard, but it had not produced a meaningful increase in sales in that market. On the other hand, the trial in Kansas City, with a 5% discount on Target REDcard purchases, resulted in a significant sales increase. In fact, if the results were applicable to the rest of the chain, this program would add 1% in comparable-store sales in the fourth quarter of 2010 and provide an even bigger boost in 2011. There were risks involved in the decision-without incremental sales, the 5% discount would hurt the company's bottom line. Opting for more testing would raise its own set of questions: Would the company learn a lot more? And what about the opportunity costs of waiting to roll out the program nationwide? Scovanner needed to decide then if the program should be in place for the fall and holiday seasons.

Case Authors : Robert M. Conroy

Topic : Finance & Accounting

Related Areas : Strategy

Calculating Net Present Value (NPV) at 6% for Target Corporation Rewards Program, June 2010 Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10012095) -10012095 - -
Year 1 3463241 -6548854 3463241 0.9434 3267208
Year 2 3953874 -2594980 7417115 0.89 3518934
Year 3 3956943 1361963 11374058 0.8396 3322326
Year 4 3243066 4605029 14617124 0.7921 2568812
TOTAL 14617124 12677280

The Net Present Value at 6% discount rate is 2665185

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. Internal Rate of Return
3. Profitability Index
4. Net Present Value

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 Redcard Scovanner 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. Redcard Scovanner 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 Target Corporation Rewards Program, June 2010

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 Finance & Accounting 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 Redcard Scovanner 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 Redcard Scovanner 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 %
Cash Flows
Year 0 (10012095) -10012095 - -
Year 1 3463241 -6548854 3463241 0.8696 3011514
Year 2 3953874 -2594980 7417115 0.7561 2989697
Year 3 3956943 1361963 11374058 0.6575 2601754
Year 4 3243066 4605029 14617124 0.5718 1854234
TOTAL 10457198

The Net NPV after 4 years is 445103

(10457198 - 10012095 )

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 %
Cash Flows
Year 0 (10012095) -10012095 - -
Year 1 3463241 -6548854 3463241 0.8333 2886034
Year 2 3953874 -2594980 7417115 0.6944 2745746
Year 3 3956943 1361963 11374058 0.5787 2289898
Year 4 3243066 4605029 14617124 0.4823 1563979
TOTAL 9485656

The Net NPV after 4 years is -526439

At 20% discount rate the NPV is negative (9485656 - 10012095 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Redcard Scovanner 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 Redcard Scovanner has a NPV value higher than Zero then finance managers at Redcard Scovanner 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 Redcard Scovanner, then the stock price of the Redcard Scovanner 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 Redcard Scovanner 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 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.

Understanding of risks involved in the project.

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.

References & Further Readings

Robert M. Conroy (2018), "Target Corporation Rewards Program, June 2010 Harvard Business Review Case Study. Published by HBR Publications.