Waking the Bear (B): "Danonizing" the Bolshevik Biscuit Factory 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 Waking the Bear (B): "Danonizing" the Bolshevik Biscuit Factory case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Waking the Bear (B): "Danonizing" the Bolshevik Biscuit Factory case study is a Harvard Business School (HBR) case study written by Manfred F.R. Kets de Vries, Elizabeth Florent-Treacy, Pavel Pavlovsky. The Waking the Bear (B): "Danonizing" the Bolshevik Biscuit Factory (referred as “Russian Russia” from here on) case study provides evaluation & decision scenario in field of Leadership & Managing People. It also touches upon business topics such as - Value proposition, Mergers & acquisitions, Organizational culture.

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 Waking the Bear (B): "Danonizing" the Bolshevik Biscuit Factory Case Study

Supplement to case IN1056. Direct foreign investment in Russia was only 1% of GDP in 1999, and Russian industry was only half as productive in that year as in 1992. Not surprisingly, the prevailing opinion is that privatization has only aggravated Russia's economic problems, and that foreign firms should avoid investing in Russia for the time being. This case study argues that, on the contrary, Russian companies can be successfully integrated within a multinational organization. It shows that an Anglo-Saxon-style revolutionary change process is not always the best way to proceed in Eastern European organizations; that the commonly accepted goals of rapid change, employee empowerment and a flatter hierarchy are not necessarily appropriate in these organizations in the short-term, moreover that even the definitions of trust, strategy and leadership can differ according to cultural context. The challenge lies in understanding the complexities the lingering influence of the Soviet planned central economy - as well as the Russian culture and management systems.

Case Authors : Manfred F.R. Kets de Vries, Elizabeth Florent-Treacy, Pavel Pavlovsky

Topic : Leadership & Managing People

Related Areas : Mergers & acquisitions, Organizational culture

Calculating Net Present Value (NPV) at 6% for Waking the Bear (B): "Danonizing" the Bolshevik Biscuit Factory Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10006006) -10006006 - -
Year 1 3446181 -6559825 3446181 0.9434 3251114
Year 2 3980109 -2579716 7426290 0.89 3542283
Year 3 3973702 1393986 11399992 0.8396 3336397
Year 4 3223302 4617288 14623294 0.7921 2553157
TOTAL 14623294 12682951

The Net Present Value at 6% discount rate is 2676945

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. Internal Rate of Return
2. Profitability Index
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 Russian Russia 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. Russian Russia 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 Waking the Bear (B): "Danonizing" the Bolshevik Biscuit Factory

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 Leadership & Managing People 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 Russian Russia 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 Russian Russia 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 (10006006) -10006006 - -
Year 1 3446181 -6559825 3446181 0.8696 2996679
Year 2 3980109 -2579716 7426290 0.7561 3009534
Year 3 3973702 1393986 11399992 0.6575 2612774
Year 4 3223302 4617288 14623294 0.5718 1842933
TOTAL 10461920

The Net NPV after 4 years is 455914

(10461920 - 10006006 )

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 (10006006) -10006006 - -
Year 1 3446181 -6559825 3446181 0.8333 2871818
Year 2 3980109 -2579716 7426290 0.6944 2763965
Year 3 3973702 1393986 11399992 0.5787 2299596
Year 4 3223302 4617288 14623294 0.4823 1554447
TOTAL 9489825

The Net NPV after 4 years is -516181

At 20% discount rate the NPV is negative (9489825 - 10006006 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Russian Russia 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 Russian Russia has a NPV value higher than Zero then finance managers at Russian Russia 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 Russian Russia, then the stock price of the Russian Russia 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 Russian Russia 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 can impact the cash flow of 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.

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.

References & Further Readings

Manfred F.R. Kets de Vries, Elizabeth Florent-Treacy, Pavel Pavlovsky (2018), "Waking the Bear (B): "Danonizing" the Bolshevik Biscuit Factory Harvard Business Review Case Study. Published by HBR Publications.