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Random House: Shifting to E-Books in a Globalized World 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 Random House: Shifting to E-Books in a Globalized World case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Random House: Shifting to E-Books in a Globalized World case study is a Harvard Business School (HBR) case study written by Sarah Bickert, Volker Diestegge, Thorsten Knauer, Katja Moslang. The Random House: Shifting to E-Books in a Globalized World (referred as “Random Books” 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, Strategy.

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 Random House: Shifting to E-Books in a Globalized World Case Study


The publisher Random House, a fully owned subsidiary of the German family company Bertelsmann SE & Co. KgaA, faces significant changes in its markets and internal structure. While printed books have been the company's core competence from its earliest years, with the advent of the Internet, customers, especially in the West, are beginning to prefer electronic books. Will printed books be completely replaced by digital ones, or will e-books remain a niche market? How will this development affect production, distribution and marketing? Will Random House be able to compete for authors and sales with such online e-book giants as Amazon? The imminent merger with the U.K. publishing house Penguin also provides an opportunity and incentive to expand Random House's operations into China as part of the internationalization strategy of the parent company. A post-merger integration plan must be established since the two publishers' regional presences and product offerings are in part complementary. How can the new Penguin Random House strengthen its position as the world's biggest and most successful publisher? Thorsten Knauer; Andrea Schroer are affiliated University Muenster


Case Authors : Sarah Bickert, Volker Diestegge, Thorsten Knauer, Katja Moslang

Topic : Leadership & Managing People

Related Areas : Strategy




Calculating Net Present Value (NPV) at 6% for Random House: Shifting to E-Books in a Globalized World Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10028053) -10028053 - -
Year 1 3454390 -6573663 3454390 0.9434 3258858
Year 2 3967119 -2606544 7421509 0.89 3530722
Year 3 3958492 1351948 11380001 0.8396 3323626
Year 4 3248562 4600510 14628563 0.7921 2573165
TOTAL 14628563 12686372




The Net Present Value at 6% discount rate is 2658319

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. Net Present Value
3. Internal Rate of Return
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. Random Books 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 Random Books 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 Random House: Shifting to E-Books in a Globalized World

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 Random Books 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 Random Books 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 (10028053) -10028053 - -
Year 1 3454390 -6573663 3454390 0.8696 3003817
Year 2 3967119 -2606544 7421509 0.7561 2999712
Year 3 3958492 1351948 11380001 0.6575 2602773
Year 4 3248562 4600510 14628563 0.5718 1857376
TOTAL 10463678


The Net NPV after 4 years is 435625

(10463678 - 10028053 )








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 (10028053) -10028053 - -
Year 1 3454390 -6573663 3454390 0.8333 2878658
Year 2 3967119 -2606544 7421509 0.6944 2754944
Year 3 3958492 1351948 11380001 0.5787 2290794
Year 4 3248562 4600510 14628563 0.4823 1566629
TOTAL 9491025


The Net NPV after 4 years is -537028

At 20% discount rate the NPV is negative (9491025 - 10028053 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Random Books 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 Random Books has a NPV value higher than Zero then finance managers at Random Books 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 Random Books, then the stock price of the Random Books 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 Random Books 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 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 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.

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.






Negotiation Strategy of Random House: Shifting to E-Books in a Globalized World

References & Further Readings

Sarah Bickert, Volker Diestegge, Thorsten Knauer, Katja Moslang (2018), "Random House: Shifting to E-Books in a Globalized World Harvard Business Review Case Study. Published by HBR Publications.


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