Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? 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 Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? case study is a Harvard Business School (HBR) case study written by Wiboon Kittilaksanawong, Freddy Rocky Mason. The Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? (referred as “Leica Huawei” 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, Joint ventures.

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 Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? Case Study

In 2016, Chinese telecommunications equipment firm Huawei Technologies Co. Ltd. (Huawei) aspired to be the world's top smartphone manufacturer. The company had identified German camera company Leica Camera AG (Leica) as a long-term partner to reinvent Huawei's smartphone photography to beat an influx of domestic rivals and the market leaders, Apple and Samsung. The flagship dual camera smartphone that was co-engineered by Huawei and Leica, the P9, contained a camera module that was actually made by a Chinese manufacturer, Sunny Optical Technology Co., under Leica's authorization. As a result, Huawei's motives for the partnership with Leica were criticized as a quick fix to beat Apple in the dual camera market and repair negative publicity the company had suffered earlier. Was the long-term alliance really the best solution for both Huawei and Leica? Was it the right alliance in an emerging market? Wiboon Kittilaksanawong is affiliated with Saitama University. Freddy Rocky Mason is affiliated with Nagoya University of Commerce & Business.

Case Authors : Wiboon Kittilaksanawong, Freddy Rocky Mason

Topic : Leadership & Managing People

Related Areas : Joint ventures

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Calculating Net Present Value (NPV) at 6% for Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10004195)	-10004195	-	-
Year 1	3468587	-6535608	3468587	0.9434	3272252
Year 2	3981775	-2553833	7450362	0.89	3543766
Year 3	3945455	1391622	11395817	0.8396	3312680
Year 4	3229369	4620991	14625186	0.7921	2557963
TOTAL			14625186		12686660

The Net Present Value at 6% discount rate is 2682465

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. Internal Rate of Return
2. Payback Period
3. Net Present Value
4. Profitability Index

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. Leica Huawei 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 Leica Huawei 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 Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image?

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 Leica Huawei 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 Leica Huawei 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	(10004195)	-10004195	-	-
Year 1	3468587	-6535608	3468587	0.8696	3016163
Year 2	3981775	-2553833	7450362	0.7561	3010794
Year 3	3945455	1391622	11395817	0.6575	2594201
Year 4	3229369	4620991	14625186	0.5718	1846402
TOTAL					10467559

The Net NPV after 4 years is 463364

(10467559 - 10004195 )

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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	(10004195)	-10004195	-	-
Year 1	3468587	-6535608	3468587	0.8333	2890489
Year 2	3981775	-2553833	7450362	0.6944	2765122
Year 3	3945455	1391622	11395817	0.5787	2283249
Year 4	3229369	4620991	14625186	0.4823	1557373
TOTAL					9496233

The Net NPV after 4 years is -507962

At 20% discount rate the NPV is negative (9496233 - 10004195 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Leica Huawei 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 Leica Huawei has a NPV value higher than Zero then finance managers at Leica Huawei 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 Leica Huawei, then the stock price of the Leica Huawei 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 Leica Huawei 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 –

Understanding of risks involved in the project.

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 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.

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 Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image?

References & Further Readings

Wiboon Kittilaksanawong, Freddy Rocky Mason (2018), "Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? Harvard Business Review Case Study. Published by HBR Publications.