Analyzing Performance in Service Organizations 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 Analyzing Performance in Service Organizations case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Analyzing Performance in Service Organizations case study is a Harvard Business School (HBR) case study written by H. David Sherman, Joe Zhu. The Analyzing Performance in Service Organizations (referred as “Benchmarking Balanced” 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 Analyzing Performance in Service Organizations Case Study

This is an MIT Sloan Management Review article. Just as sports teams have increasingly relied on rigorous quantitative analyses, so have many businesses. In particular, a growing number of service organizations have been investigating the use of a sophisticated linear programming technique called DEA, or data envelopment analysis. (In this article, the authors use the term "balanced benchmarking"to denote DEA.) The technique enables companies to benchmark and locate best practices that are not visible through other commonly used management methodologies. Today, balanced benchmarking can be used by anyone with Microsoft Excel, but it was not always so easy. When it was first introduced in the 1980s, balanced benchmarking was an academic tool for measuring and managing relative efficiency of peer organizations. Balanced benchmarking simultaneously considers the multiple resources used to generate multiple services, along with the quality of the services provided. It also provides managers with a sophisticated mechanism to assess the performance of different service providers -comparing, for example, the London and Tokyo offices of a global advertising agency -by going well beyond crude metrics and ratios such as profitability and account billings per employee. A company can identify its least efficient offices or business units, and it can assess the magnitude of the inefficiency and investigate potential paths for improvement. Moreover, executives can study the top-performing units, identify the best practices and transfer that valuable knowledge throughout the organization. Lastly, balanced benchmarking enables companies to test their assumptions, particularly before implementing initiatives that might inadvertently be counterproductive.

Case Authors : H. David Sherman, Joe Zhu

Topic : Leadership & Managing People

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Analyzing Performance in Service Organizations Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10010198)	-10010198	-	-
Year 1	3468386	-6541812	3468386	0.9434	3272062
Year 2	3955262	-2586550	7423648	0.89	3520169
Year 3	3967603	1381053	11391251	0.8396	3331276
Year 4	3246558	4627611	14637809	0.7921	2571578
TOTAL			14637809		12695085

The Net Present Value at 6% discount rate is 2684887

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. Profitability Index
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 Benchmarking Balanced 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. Benchmarking Balanced 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 Analyzing Performance in Service Organizations

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 Benchmarking Balanced 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 Benchmarking Balanced 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	(10010198)	-10010198	-	-
Year 1	3468386	-6541812	3468386	0.8696	3015988
Year 2	3955262	-2586550	7423648	0.7561	2990746
Year 3	3967603	1381053	11391251	0.6575	2608763
Year 4	3246558	4627611	14637809	0.5718	1856230
TOTAL					10471728

The Net NPV after 4 years is 461530

(10471728 - 10010198 )

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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	(10010198)	-10010198	-	-
Year 1	3468386	-6541812	3468386	0.8333	2890322
Year 2	3955262	-2586550	7423648	0.6944	2746710
Year 3	3967603	1381053	11391251	0.5787	2296067
Year 4	3246558	4627611	14637809	0.4823	1565663
TOTAL					9498761

The Net NPV after 4 years is -511437

At 20% discount rate the NPV is negative (9498761 - 10010198 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Benchmarking Balanced 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 Benchmarking Balanced has a NPV value higher than Zero then finance managers at Benchmarking Balanced 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 Benchmarking Balanced, then the stock price of the Benchmarking Balanced 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 Benchmarking Balanced 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 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.

What will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of 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 Analyzing Performance in Service Organizations

References & Further Readings

H. David Sherman, Joe Zhu (2018), "Analyzing Performance in Service Organizations Harvard Business Review Case Study. Published by HBR Publications.