Citibank's Co-Operative Strategy in China: The Renminbi Debit Card 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 Citibank's Co-Operative Strategy in China: The Renminbi Debit Card case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Citibank's Co-Operative Strategy in China: The Renminbi Debit Card case study is a Harvard Business School (HBR) case study written by Stephen Ko, Havovi Joshi. The Citibank's Co-Operative Strategy in China: The Renminbi Debit Card (referred as “China Operative” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Joint ventures.

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 Citibank's Co-Operative Strategy in China: The Renminbi Debit Card Case Study

The strategy of Citibank (China) Co. Ltd ("Citi") in China has evolved as the business environment has changed. Since the start of its operations in China in 1902, the global banking giant has preferred opening offices as branches (when allowed by the government) rather than subsidiaries. In 2001, China announced that it would join the World Trade Organization and would undertake a series of measures to open up its banking sector. By this time, Citi had realized that the pace of its growth in China had been very slow. Consequently, the bank reviewed its strategy and decided to enter the market as an embedded, or genuinely local, bank. Citi's July 2008 agreement with China Unionpay ("CUP"), China's only national bankcard association, allows Citi's debit cardholders to enjoy the convenience of access to CUP's vast network in China. The agreement is the latest milestone in the bank's strategy to establish its presence in the emerging and rapidly growing China market through a series of strategic alliances. Why has CitiUnionpay changed its strategy and started entering such co-operative alliances? What are the risks and advantages associated with using such co-operative strategies?

Case Authors : Stephen Ko, Havovi Joshi

Topic : Global Business

Related Areas : Joint ventures

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Calculating Net Present Value (NPV) at 6% for Citibank's Co-Operative Strategy in China: The Renminbi Debit Card Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10002261)	-10002261	-	-
Year 1	3460473	-6541788	3460473	0.9434	3264597
Year 2	3980689	-2561099	7441162	0.89	3542799
Year 3	3959191	1398092	11400353	0.8396	3324213
Year 4	3225939	4624031	14626292	0.7921	2555246
TOTAL			14626292		12686855

The Net Present Value at 6% discount rate is 2684594

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. Net Present Value
2. Payback Period
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. China Operative 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 China Operative 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 Citibank's Co-Operative Strategy in China: The Renminbi Debit Card

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 China Operative 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 China Operative 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	(10002261)	-10002261	-	-
Year 1	3460473	-6541788	3460473	0.8696	3009107
Year 2	3980689	-2561099	7441162	0.7561	3009973
Year 3	3959191	1398092	11400353	0.6575	2603232
Year 4	3225939	4624031	14626292	0.5718	1844441
TOTAL					10466753

The Net NPV after 4 years is 464492

(10466753 - 10002261 )

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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	(10002261)	-10002261	-	-
Year 1	3460473	-6541788	3460473	0.8333	2883728
Year 2	3980689	-2561099	7441162	0.6944	2764367
Year 3	3959191	1398092	11400353	0.5787	2291198
Year 4	3225939	4624031	14626292	0.4823	1555719
TOTAL					9495012

The Net NPV after 4 years is -507249

At 20% discount rate the NPV is negative (9495012 - 10002261 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of China Operative 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 China Operative has a NPV value higher than Zero then finance managers at China Operative 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 China Operative, then the stock price of the China Operative 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 China Operative 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.

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.

Understanding of risks involved in 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 Citibank's Co-Operative Strategy in China: The Renminbi Debit Card

References & Further Readings

Stephen Ko, Havovi Joshi (2018), "Citibank's Co-Operative Strategy in China: The Renminbi Debit Card Harvard Business Review Case Study. Published by HBR Publications.