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Birzeit Pharmaceutical Company: Marketing from Palestine 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 Birzeit Pharmaceutical Company: Marketing from Palestine case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Birzeit Pharmaceutical Company: Marketing from Palestine case study is a Harvard Business School (HBR) case study written by Yara Asad, Ilan Alon. The Birzeit Pharmaceutical Company: Marketing from Palestine (referred as “Bpc Birzeit” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Marketing, Risk management.

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 Birzeit Pharmaceutical Company: Marketing from Palestine Case Study


Birzeit Pharmaceutical Company (BPC) was established in 1974. It had successfully completed a number of mergers and had overcome challenges and development phases that led the company to secure a strong position in its local market, Palestine, as well as introduce a wide range of products in the export market. BPC's continuous success, despite political instability and continuous restrictions on its growth and expansion, led the company's vision to focus beyond the local presence. Despite the growth of BPC and its being financially solid, it was very similar to other Arab businesses, which were reluctant to invest massive amounts of money and take big risks in growing outside their areas. BPC did not wish to risk large amounts of money to grow the business further, and instead chose to expand to new markets or introduce new niche products on a conservative basis. BPC invested in an Algerian packaging company named Petrapharm in 2006 and aimed to meet its vision of growth by entering new markets and introducing new products. BPC wanted the packaging company to later grow to a manufacturing company, and accordingly to an export location. In a business environment that was based on quick decisions due to the fast growing businesses, emerging markets and high competition, the company needed to make faster decisions, invest more money and choose a new path to secure its business development and growth. Competition in pharmaceutical manufacturing and especially among generics was increasing massively, and the faster BPC moved, the more competitive it would be.


Case Authors : Yara Asad, Ilan Alon

Topic : Innovation & Entrepreneurship

Related Areas : Marketing, Risk management




Calculating Net Present Value (NPV) at 6% for Birzeit Pharmaceutical Company: Marketing from Palestine Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10028784) -10028784 - -
Year 1 3462314 -6566470 3462314 0.9434 3266334
Year 2 3976980 -2589490 7439294 0.89 3539498
Year 3 3941371 1351881 11380665 0.8396 3309251
Year 4 3251743 4603624 14632408 0.7921 2575685
TOTAL 14632408 12690768


The Net Present Value at 6% discount rate is 2661984

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

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 Bpc Birzeit 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. Bpc Birzeit 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 Birzeit Pharmaceutical Company: Marketing from Palestine

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 Innovation & Entrepreneurship 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 Bpc Birzeit 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 Bpc Birzeit 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 (10028784) -10028784 - -
Year 1 3462314 -6566470 3462314 0.8696 3010708
Year 2 3976980 -2589490 7439294 0.7561 3007168
Year 3 3941371 1351881 11380665 0.6575 2591515
Year 4 3251743 4603624 14632408 0.5718 1859195
TOTAL 10468586


The Net NPV after 4 years is 439802

(10468586 - 10028784 )






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 (10028784) -10028784 - -
Year 1 3462314 -6566470 3462314 0.8333 2885262
Year 2 3976980 -2589490 7439294 0.6944 2761792
Year 3 3941371 1351881 11380665 0.5787 2280886
Year 4 3251743 4603624 14632408 0.4823 1568163
TOTAL 9496102


The Net NPV after 4 years is -532682

At 20% discount rate the NPV is negative (9496102 - 10028784 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Bpc Birzeit 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 Bpc Birzeit has a NPV value higher than Zero then finance managers at Bpc Birzeit 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 Bpc Birzeit, then the stock price of the Bpc Birzeit 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 Bpc Birzeit 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.

Understanding of risks involved in the project.

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

Yara Asad, Ilan Alon (2018), "Birzeit Pharmaceutical Company: Marketing from Palestine Harvard Business Review Case Study. Published by HBR Publications.