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Seagram Greater China: Office Relocation in Hong Kong 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 Seagram Greater China: Office Relocation in Hong Kong case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Seagram Greater China: Office Relocation in Hong Kong case study is a Harvard Business School (HBR) case study written by Claude P. Lanfranconi, Geoff Crum. The Seagram Greater China: Office Relocation in Hong Kong (referred as “Hong Kong” from here on) case study provides evaluation & decision scenario in field of Finance & Accounting. It also touches upon business topics such as - Value proposition, Budgeting.

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 Seagram Greater China: Office Relocation in Hong Kong Case Study


The vice president of finance must quickly address several choices concerning the proposed office relocation. His analysis will likely include discounted cash flow analysis (DCF) and the topics of capital asset pooling and tax benefits. This case compares and contrasts the concepts of DCF and net present value analysis with Seagram's version of economic value added (EVA). Also serves the objective of providing a unique Asian focus for this type of decision. Office space location and the rent-versus-buy option are extremely important decisions faced by a multitude of managers in Hong Kong. The traditional wisdom in Hong Kong has been that buying property was more efficient--especially given the phenomenal appreciation of property values. However, it can serve to distract a firm from its core competencies and tie up working capital in non-producing assets. Finally, the case also provides a brief overview of capital asset pooling and depreciation tax law in Hong Kong. While the discussion is brief, it nevertheless provides an adequate first step towards further study in this area. Students from other areas of the world will also be interested in examining the differences between their country's tax laws and Hong Kong's.


Case Authors : Claude P. Lanfranconi, Geoff Crum

Topic : Finance & Accounting

Related Areas : Budgeting




Calculating Net Present Value (NPV) at 6% for Seagram Greater China: Office Relocation in Hong Kong Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10010382) -10010382 - -
Year 1 3455679 -6554703 3455679 0.9434 3260075
Year 2 3953282 -2601421 7408961 0.89 3518407
Year 3 3951574 1350153 11360535 0.8396 3317818
Year 4 3244993 4595146 14605528 0.7921 2570338
TOTAL 14605528 12666638


The Net Present Value at 6% discount rate is 2656256

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. Payback Period
2. Profitability Index
3. Internal Rate of Return
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Hong Kong 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 Hong Kong have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.




Formula and Steps to Calculate Net Present Value (NPV) of Seagram Greater China: Office Relocation in Hong Kong

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 Finance & Accounting 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 Hong Kong 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 Hong Kong 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 (10010382) -10010382 - -
Year 1 3455679 -6554703 3455679 0.8696 3004938
Year 2 3953282 -2601421 7408961 0.7561 2989249
Year 3 3951574 1350153 11360535 0.6575 2598224
Year 4 3244993 4595146 14605528 0.5718 1855335
TOTAL 10447747


The Net NPV after 4 years is 437365

(10447747 - 10010382 )






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 (10010382) -10010382 - -
Year 1 3455679 -6554703 3455679 0.8333 2879733
Year 2 3953282 -2601421 7408961 0.6944 2745335
Year 3 3951574 1350153 11360535 0.5787 2286791
Year 4 3244993 4595146 14605528 0.4823 1564908
TOTAL 9476766


The Net NPV after 4 years is -533616

At 20% discount rate the NPV is negative (9476766 - 10010382 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Hong Kong 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 Hong Kong has a NPV value higher than Zero then finance managers at Hong Kong 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 Hong Kong, then the stock price of the Hong Kong 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 Hong Kong 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 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.

What can impact the cash flow of the project.

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

Claude P. Lanfranconi, Geoff Crum (2018), "Seagram Greater China: Office Relocation in Hong Kong Harvard Business Review Case Study. Published by HBR Publications.