The Barcelona Mobile World Congress 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 The Barcelona Mobile World Congress case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The Barcelona Mobile World Congress case study is a Harvard Business School (HBR) case study written by Ines Alegre Tort-Martorell, Miguel Angel Canela Campos, Burcin Guclu. The The Barcelona Mobile World Congress (referred as “Satisfaction 0” 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, .

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 The Barcelona Mobile World Congress Case Study

Populations are usually too big to be observed in their entirety. What we do, in practice, is to draw a sample from the population, perform our statistical analysis on the sample and extrapolate our results to the population. This is an example of statistical inference.The objective of the case is to illustrate a simple exercise of inference. The data set, supplied in an Excel file (mwc-data.xls), contains the results of a customer service satisfaction survey, which included five questions related to customers' satisfaction with different aspects of their experience at a hotel. Each question was answered using a 0-5 scale (from 0-bad to 5-excellent). The data is split into two groups: visitors who did not return the following year and those who did.Students are expected to calculate confidence limits for the mean satisfaction of the groups of customers separately and to understand how to interpret the figures they obtain. Very basic knowledge of Excel or an analogous open source spreadsheet application is sufficient.

Case Authors : Ines Alegre Tort-Martorell, Miguel Angel Canela Campos, Burcin Guclu

Topic : Leadership & Managing People

Related Areas :

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Calculating Net Present Value (NPV) at 6% for The Barcelona Mobile World Congress Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10017934)	-10017934	-	-
Year 1	3453213	-6564721	3453213	0.9434	3257748
Year 2	3966376	-2598345	7419589	0.89	3530061
Year 3	3975080	1376735	11394669	0.8396	3337554
Year 4	3234647	4611382	14629316	0.7921	2562143
TOTAL			14629316		12687506

The Net Present Value at 6% discount rate is 2669572

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. Profitability Index
2. Internal Rate of Return
3. Payback Period
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 Satisfaction 0 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. Satisfaction 0 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 The Barcelona Mobile World Congress

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 Satisfaction 0 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 Satisfaction 0 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	(10017934)	-10017934	-	-
Year 1	3453213	-6564721	3453213	0.8696	3002794
Year 2	3966376	-2598345	7419589	0.7561	2999150
Year 3	3975080	1376735	11394669	0.6575	2613680
Year 4	3234647	4611382	14629316	0.5718	1849420
TOTAL					10465044

The Net NPV after 4 years is 447110

(10465044 - 10017934 )

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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	(10017934)	-10017934	-	-
Year 1	3453213	-6564721	3453213	0.8333	2877678
Year 2	3966376	-2598345	7419589	0.6944	2754428
Year 3	3975080	1376735	11394669	0.5787	2300394
Year 4	3234647	4611382	14629316	0.4823	1559918
TOTAL					9492417

The Net NPV after 4 years is -525517

At 20% discount rate the NPV is negative (9492417 - 10017934 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Satisfaction 0 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 Satisfaction 0 has a NPV value higher than Zero then finance managers at Satisfaction 0 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 Satisfaction 0, then the stock price of the Satisfaction 0 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 Satisfaction 0 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.

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.

Understanding of risks involved in the project.

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 The Barcelona Mobile World Congress

References & Further Readings

Ines Alegre Tort-Martorell, Miguel Angel Canela Campos, Burcin Guclu (2018), "The Barcelona Mobile World Congress Harvard Business Review Case Study. Published by HBR Publications.