Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann 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 Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann case study is a Harvard Business School (HBR) case study written by Peter Goodson, Kimberly McGinnis, Claudia Zeisberger. The Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann (referred as “Hussmann Cd” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Business processes, Costs, Crisis management, Entrepreneurial finance, Mergers & acquisitions, Negotiations, Reorganization, Security & privacy.

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 Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann Case Study

In 2011, Ingersoll-Rand (IR) decided to divest its refrigeration equipment subsidiary, Hussmann International. However, the routine auction process for the non-core asset went awry when both Hussmann's performance and external finance markets weakened significantly during the due diligence period. IR's agent, JP Morgan, sought interest from potential buyers and focused on a few leading buy-out firms that submitted bids. After not seeing eye-to-eye with the initial auction winner, Ingersoll-Rand engaged exclusively with a lower bidder, the private equity firm Clayton, Dubilier & Rice. The challenge for CD&R is to develop a deal structure that can meet both parties' needs, offering enough value to Ingersoll-Rand to keep them from walking away, yet taking into account the increased riskiness of Hussmann's recent performance to justify CD&R's valuation. The student takes the perspective of CD&R. Please visit the dedicated case website http://cases.insead.edu/hussmann to access supplementary material.

Case Authors : Peter Goodson, Kimberly McGinnis, Claudia Zeisberger

Topic : Global Business

Related Areas : Business processes, Costs, Crisis management, Entrepreneurial finance, Mergers & acquisitions, Negotiations, Reorganization, Security & privacy

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Calculating Net Present Value (NPV) at 6% for Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10003154)	-10003154	-	-
Year 1	3472144	-6531010	3472144	0.9434	3275608
Year 2	3964081	-2566929	7436225	0.89	3528018
Year 3	3974004	1407075	11410229	0.8396	3336650
Year 4	3230529	4637604	14640758	0.7921	2558882
TOTAL			14640758		12699157

The Net Present Value at 6% discount rate is 2696003

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. 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 Hussmann Cd 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. Hussmann Cd shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann

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 Hussmann Cd 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 Hussmann Cd 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	(10003154)	-10003154	-	-
Year 1	3472144	-6531010	3472144	0.8696	3019256
Year 2	3964081	-2566929	7436225	0.7561	2997415
Year 3	3974004	1407075	11410229	0.6575	2612972
Year 4	3230529	4637604	14640758	0.5718	1847065
TOTAL					10476708

The Net NPV after 4 years is 473554

(10476708 - 10003154 )

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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	(10003154)	-10003154	-	-
Year 1	3472144	-6531010	3472144	0.8333	2893453
Year 2	3964081	-2566929	7436225	0.6944	2752834
Year 3	3974004	1407075	11410229	0.5787	2299771
Year 4	3230529	4637604	14640758	0.4823	1557933
TOTAL					9503991

The Net NPV after 4 years is -499163

At 20% discount rate the NPV is negative (9503991 - 10003154 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Hussmann Cd 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 Hussmann Cd has a NPV value higher than Zero then finance managers at Hussmann Cd 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 Hussmann Cd, then the stock price of the Hussmann Cd 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 Hussmann Cd 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 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.

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.

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 Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann

References & Further Readings

Peter Goodson, Kimberly McGinnis, Claudia Zeisberger (2018), "Differentiation Beyond Price: CD&R's Strategy in Acquiring Hussmann Harvard Business Review Case Study. Published by HBR Publications.