Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment 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 Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment case study is a Harvard Business School (HBR) case study written by Shaista E. Khilji, Chang Hwan Oh, Nisha N. Manikoth. The Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment (referred as “Samsung Samsung's” 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, International business, Leadership, 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

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Case Description of Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment Case Study

The case examines how Samsung has grown to become one of the world's leading global companies. It presents a detailed description of Samsung's "Top priority to the People' philosophy, and its strong cultural values; both of which have been instrumental in ensuring its continued success in the past few decades. Since 1982, Samsung Human Resource Development Center (SHRDC) has played a critical role in supporting Samsung's corporate strategy of achieving global competitiveness, through programs that focus upon maintaining Samsung values and developing a cadre of effective next generation leaders. New Employee Orientation (NEO), an intensive four-week in-house program for all Samsung employees, is one example of an SHRD program that helps provide a strong foundation of Samsung's unique culture among the new employees. Most importantly, NEO aligns employees across Samsung affiliates to its strategic direction, thereby fostering a stronger "Single Samsung" culture.In recent years, however, NEO has been faced with new challenges. First, Samsung's pool of new employees has become more diverse, with the recruitment of more experienced and foreign (non-Korean) employees who are being targeted in addition to the fresh college graduates whom Samsung has always relied upon. Second, Samsung has become aware of stark value differences between the older employees, who are obedient and easily follow rules, and the younger 'digital native' employees, who are more individualistic and prefer egalitarian and open policies. Managers at SHRD are concerned that the "Single Samsung" spirit, which forms the core of Samsung culture, is being threatened from within.Students must address issues related to the need for maintaining a unified organizational culture among diverse groups of employees whose values conflict with each others, and propose ways for Samsung to effectively employ and utilize all of its employees.

Case Authors : Shaista E. Khilji, Chang Hwan Oh, Nisha N. Manikoth

Topic : Leadership & Managing People

Related Areas : International business, Leadership, Organizational culture

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Calculating Net Present Value (NPV) at 6% for Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10028791)	-10028791	-	-
Year 1	3453185	-6575606	3453185	0.9434	3257722
Year 2	3978010	-2597596	7431195	0.89	3540415
Year 3	3936691	1339095	11367886	0.8396	3305322
Year 4	3228005	4567100	14595891	0.7921	2556882
TOTAL			14595891		12660340

The Net Present Value at 6% discount rate is 2631549

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. Profitability Index
3. Net Present Value
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. Samsung Samsung's 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 Samsung Samsung's 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 Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment

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 Samsung Samsung's 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 Samsung Samsung's 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	(10028791)	-10028791	-	-
Year 1	3453185	-6575606	3453185	0.8696	3002770
Year 2	3978010	-2597596	7431195	0.7561	3007947
Year 3	3936691	1339095	11367886	0.6575	2588438
Year 4	3228005	4567100	14595891	0.5718	1845622
TOTAL					10444777

The Net NPV after 4 years is 415986

(10444777 - 10028791 )

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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	(10028791)	-10028791	-	-
Year 1	3453185	-6575606	3453185	0.8333	2877654
Year 2	3978010	-2597596	7431195	0.6944	2762507
Year 3	3936691	1339095	11367886	0.5787	2278178
Year 4	3228005	4567100	14595891	0.4823	1556715
TOTAL					9475054

The Net NPV after 4 years is -553737

At 20% discount rate the NPV is negative (9475054 - 10028791 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Samsung Samsung's 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 Samsung Samsung's has a NPV value higher than Zero then finance managers at Samsung Samsung's 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 Samsung Samsung's, then the stock price of the Samsung Samsung's 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 Samsung Samsung's 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 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.

Understanding of risks involved in 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.

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 Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment

References & Further Readings

Shaista E. Khilji, Chang Hwan Oh, Nisha N. Manikoth (2018), "Maintaining the "Single Samsung" Spirit: New Challenges in a Changing Environment Harvard Business Review Case Study. Published by HBR Publications.