Wine in China: The Wild West of the Far East 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 Wine in China: The Wild West of the Far East case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Wine in China: The Wild West of the Far East case study is a Harvard Business School (HBR) case study written by Alyssa Rapp, Emily Turco. The Wine in China: The Wild West of the Far East (referred as “Wine Napa” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Cross-cultural management, Decision making, Emerging markets, Government, Marketing, Strategic thinking.

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 Wine in China: The Wild West of the Far East Case Study

The purpose of this case is to illustrate why Napa Valley wine producers find it both irresistible and challenging to enter the growing Chinese wine market. Over the course of the 2000s, China went from being the 51st largest wine importer in the world to the 5th. While the Chinese consumer has an interest in foreign wine and significant discretionary income, logistical, regulatory, and cultural barriers prevent Napa Valley wineries from easily entering the market and achieving economic success. Frederick Family Vineyards, a fictional, family-run Napa Valley wine company, is interested in expanding distribution into China. The company must determine whether this geographic expansion is economically viable and then determine which go-to-market strategy will best position the firm for success. The company is deciding between four potential strategies: (1) Utilize traditional import and distribution channels (2) Leverage online sales (3) Partner with a logistics provider (4) Create a Chinese investment. Frederick Family Vineyards grapples with this decision in the face of imperfect information and an ever-changing market landscape due to President Xi Jinping's anti-corruption measures. Few luxury goods were more effected by these measures than wines and spirits. Prior to 2013, an estimated 80 percent of luxury wine imported into China was distributed as gifts, and used to help cement deals and relationships. Now global wine producers are left to wonder how Chinese demand for foreign wine will change as a result of these broader governmental changes.

Case Authors : Alyssa Rapp, Emily Turco

Topic : Global Business

Related Areas : Cross-cultural management, Decision making, Emerging markets, Government, Marketing, Strategic thinking

Calculating Net Present Value (NPV) at 6% for Wine in China: The Wild West of the Far East Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10011061) -10011061 - -
Year 1 3459655 -6551406 3459655 0.9434 3263825
Year 2 3978411 -2572995 7438066 0.89 3540772
Year 3 3946043 1373048 11384109 0.8396 3313174
Year 4 3250275 4623323 14634384 0.7921 2574522
TOTAL 14634384 12692293

The Net Present Value at 6% discount rate is 2681232

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. Profitability Index
3. Net Present Value
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 Wine Napa 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. Wine Napa 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 Wine in China: The Wild West of the Far East

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 Wine Napa 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 Wine Napa 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 (10011061) -10011061 - -
Year 1 3459655 -6551406 3459655 0.8696 3008396
Year 2 3978411 -2572995 7438066 0.7561 3008250
Year 3 3946043 1373048 11384109 0.6575 2594587
Year 4 3250275 4623323 14634384 0.5718 1858355
TOTAL 10469589

The Net NPV after 4 years is 458528

(10469589 - 10011061 )

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 (10011061) -10011061 - -
Year 1 3459655 -6551406 3459655 0.8333 2883046
Year 2 3978411 -2572995 7438066 0.6944 2762785
Year 3 3946043 1373048 11384109 0.5787 2283590
Year 4 3250275 4623323 14634384 0.4823 1567455
TOTAL 9496876

The Net NPV after 4 years is -514185

At 20% discount rate the NPV is negative (9496876 - 10011061 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Wine Napa 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 Wine Napa has a NPV value higher than Zero then finance managers at Wine Napa 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 Wine Napa, then the stock price of the Wine Napa 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 Wine Napa 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 are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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.

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

Alyssa Rapp, Emily Turco (2018), "Wine in China: The Wild West of the Far East Harvard Business Review Case Study. Published by HBR Publications.