15FEN: Finding the Blue Ocean in China's Fresh Food 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 15FEN: Finding the Blue Ocean in China's Fresh Food case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. 15FEN: Finding the Blue Ocean in China's Fresh Food case study is a Harvard Business School (HBR) case study written by Kevin Zhou, Josephine Lau. The 15FEN: Finding the Blue Ocean in China's Fresh Food (referred as “Fresh 15fen” 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, Marketing, Operations 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

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Case Description of 15FEN: Finding the Blue Ocean in China's Fresh Food Case Study

15fen (15a??) was the name Henry He (e??e??e??) gave his first business venture - a neighborhood store (c??a??a??) in Guangdong province, China, which promised home delivery of a grocer order within 15 minutes. His inaugural slogan was, "Staple Food & Seasoning, Everything At Your Doorstep in 15 Minutes". A first time entrepreneur, he was imbued with optimism towards internet retailing, and convinced that home delivery within 15 minutes was an unbeatable proposition. In no time, he learned the realities of the grocery business - low margin and hard labor - carrying bags of rice and tins of cooking oil from door to door. Back in 2012, China's internet retailing was dominated by Consumer Electronics, Apparel and Footwear and Consumer Appliances. Fresh Food was tipped to be the next big driver for e-commerce. Headlines such as "Fresh Food e-commerce will be the next blue ocean" were commonplace in the media, and they captured the imagination of aspiring entrepreneurs like Henry He. He was determined to ride this e-retailing wave to create his blue ocean in Fresh Food. But first, he must learn how to swim.

Case Authors : Kevin Zhou, Josephine Lau

Topic : Leadership & Managing People

Related Areas : Marketing, Operations management

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Calculating Net Present Value (NPV) at 6% for 15FEN: Finding the Blue Ocean in China's Fresh Food Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10005809)	-10005809	-	-
Year 1	3446551	-6559258	3446551	0.9434	3251463
Year 2	3962080	-2597178	7408631	0.89	3526237
Year 3	3947482	1350304	11356113	0.8396	3314382
Year 4	3238818	4589122	14594931	0.7921	2565447
TOTAL			14594931		12657530

The Net Present Value at 6% discount rate is 2651721

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. Net Present Value
2. Profitability Index
3. Internal Rate of Return
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 Fresh 15fen 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. Fresh 15fen 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 15FEN: Finding the Blue Ocean in China's Fresh Food

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 Fresh 15fen 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 Fresh 15fen 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	(10005809)	-10005809	-	-
Year 1	3446551	-6559258	3446551	0.8696	2997001
Year 2	3962080	-2597178	7408631	0.7561	2995902
Year 3	3947482	1350304	11356113	0.6575	2595533
Year 4	3238818	4589122	14594931	0.5718	1851805
TOTAL					10440241

The Net NPV after 4 years is 434432

(10440241 - 10005809 )

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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	(10005809)	-10005809	-	-
Year 1	3446551	-6559258	3446551	0.8333	2872126
Year 2	3962080	-2597178	7408631	0.6944	2751444
Year 3	3947482	1350304	11356113	0.5787	2284422
Year 4	3238818	4589122	14594931	0.4823	1561930
TOTAL					9469923

The Net NPV after 4 years is -535886

At 20% discount rate the NPV is negative (9469923 - 10005809 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Fresh 15fen 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 Fresh 15fen has a NPV value higher than Zero then finance managers at Fresh 15fen 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 Fresh 15fen, then the stock price of the Fresh 15fen 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 Fresh 15fen 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 will be a multi year spillover effect of various taxation regulations.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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.

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.

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Negotiation Strategy of 15FEN: Finding the Blue Ocean in China's Fresh Food

References & Further Readings

Kevin Zhou, Josephine Lau (2018), "15FEN: Finding the Blue Ocean in China's Fresh Food Harvard Business Review Case Study. Published by HBR Publications.