Jieliang Phone Home! (C) 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 Jieliang Phone Home! (C) case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Jieliang Phone Home! (C) case study is a Harvard Business School (HBR) case study written by Willy Shih, Ethan S. Bernstein, Nina Bilimoria. The Jieliang Phone Home! (C) (referred as “Jieliang Theories” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Compensation, Motivating people, Workspaces.

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 Jieliang Phone Home! (C) Case Study

At Precision Electro-Tek's mobile phone manufacturing facility in southern China, thousands of operators - bright and capable young men and (mostly) women like Jieliang Hao are motivated to improve line productivity through small innovations for faster assembly and have discovered many ways to increase their performance. Meanwhile a globally-networked team of manufacturing experts led by Marty Cole, the case protagonist, is trying to spread best practice from other sites around the globe. Unfortunately these two processes sometimes inadvertently clash, presenting a management challenge. The case helps students examine the implicit assumptions managers make in organizing work inside a factory. These assumptions reflect theories of worker behavior and motivation in combination with managers' beliefs of what constitutes "best practice." Students are offered an opportunity to dissect these lean manufacturing theories and recognize that in this particular implementation, implementation of best practice without sufficient consideration of the interplay of theories on motivation has led to unexpected outcomes. The case offers an opportunity to explore the link between work design and compensation, and understand the differences between compensation and motivation. The case frames the role of the general manager in setting up work structures and compensation systems in a very traditional and explicit setting, one where linkages should be clearly visible yet assumptions are often deeply buried and implicit. Our expectation is that students will see the lessons generalize to most, if not all, of the organizations where they have worked. There are three cases: the (A) case describes the management view, the (B) case describes the direct labor worker view, and the (C) case details the results of an employee survey that was conducted on two manufacturing lines.

Case Authors : Willy Shih, Ethan S. Bernstein, Nina Bilimoria

Topic : Global Business

Related Areas : Compensation, Motivating people, Workspaces

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Calculating Net Present Value (NPV) at 6% for Jieliang Phone Home! (C) Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10025811)	-10025811	-	-
Year 1	3449233	-6576578	3449233	0.9434	3253993
Year 2	3960349	-2616229	7409582	0.89	3524697
Year 3	3948466	1332237	11358048	0.8396	3315208
Year 4	3251124	4583361	14609172	0.7921	2575195
TOTAL			14609172		12669093

The Net Present Value at 6% discount rate is 2643282

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. Profitability Index
2. Net Present Value
3. Payback Period
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. Jieliang Theories 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 Jieliang Theories 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 Jieliang Phone Home! (C)

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 Global Business 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 Jieliang Theories 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 Jieliang Theories 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	(10025811)	-10025811	-	-
Year 1	3449233	-6576578	3449233	0.8696	2999333
Year 2	3960349	-2616229	7409582	0.7561	2994593
Year 3	3948466	1332237	11358048	0.6575	2596180
Year 4	3251124	4583361	14609172	0.5718	1858841
TOTAL					10448947

The Net NPV after 4 years is 423136

(10448947 - 10025811 )

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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	(10025811)	-10025811	-	-
Year 1	3449233	-6576578	3449233	0.8333	2874361
Year 2	3960349	-2616229	7409582	0.6944	2750242
Year 3	3948466	1332237	11358048	0.5787	2284992
Year 4	3251124	4583361	14609172	0.4823	1567865
TOTAL					9477460

The Net NPV after 4 years is -548351

At 20% discount rate the NPV is negative (9477460 - 10025811 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Jieliang Theories 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 Jieliang Theories has a NPV value higher than Zero then finance managers at Jieliang Theories 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 Jieliang Theories, then the stock price of the Jieliang Theories 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 Jieliang Theories 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 Jieliang Phone Home! (C)

References & Further Readings

Willy Shih, Ethan S. Bernstein, Nina Bilimoria (2018), "Jieliang Phone Home! (C) Harvard Business Review Case Study. Published by HBR Publications.