BMW of North America: Dream It. Build It. Drive It 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 BMW of North America: Dream It. Build It. Drive It case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. BMW of North America: Dream It. Build It. Drive It case study is a Harvard Business School (HBR) case study written by Dmitry Alenuskin, Andreas Schotter. The BMW of North America: Dream It. Build It. Drive It (referred as “Bmw Dream” 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.

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 BMW of North America: Dream It. Build It. Drive It Case Study

BMW, the leading luxury car manufacturer in the United States, implemented a new marketing initiative based on its online video services aimed to increase sales of customized vehicles. Prior to the introduction of the "Dream It. Build It. Drive It." program, BMW's SUV sales in America were in decline, and the situation required an immediate management response. With the arrival of the next generation of the X3 model in 2010, BMW launched a new online service allowing customers to watch the creation of their new vehicle through live video streaming. The case addresses the challenges of catering to the North American consumer, where most car buyers want immediate gratification with their purchases. BMW tackled this issue with a complex change in its production system to decrease lead times for its new vehicles, transferring a complete assembly line from Austria to South Carolina.

Case Authors : Dmitry Alenuskin, Andreas Schotter

Topic : Leadership & Managing People

Related Areas : Marketing

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Calculating Net Present Value (NPV) at 6% for BMW of North America: Dream It. Build It. Drive It Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10013374)	-10013374	-	-
Year 1	3448828	-6564546	3448828	0.9434	3253611
Year 2	3957020	-2607526	7405848	0.89	3521734
Year 3	3950447	1342921	11356295	0.8396	3316871
Year 4	3247473	4590394	14603768	0.7921	2572303
TOTAL			14603768		12664519

The Net Present Value at 6% discount rate is 2651145

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. Internal Rate of Return
3. Profitability Index
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 Bmw Dream 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. Bmw Dream 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 BMW of North America: Dream It. Build It. Drive It

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 Bmw Dream 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 Bmw Dream 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	(10013374)	-10013374	-	-
Year 1	3448828	-6564546	3448828	0.8696	2998981
Year 2	3957020	-2607526	7405848	0.7561	2992076
Year 3	3950447	1342921	11356295	0.6575	2597483
Year 4	3247473	4590394	14603768	0.5718	1856753
TOTAL					10445293

The Net NPV after 4 years is 431919

(10445293 - 10013374 )

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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	(10013374)	-10013374	-	-
Year 1	3448828	-6564546	3448828	0.8333	2874023
Year 2	3957020	-2607526	7405848	0.6944	2747931
Year 3	3950447	1342921	11356295	0.5787	2286138
Year 4	3247473	4590394	14603768	0.4823	1566104
TOTAL					9474196

The Net NPV after 4 years is -539178

At 20% discount rate the NPV is negative (9474196 - 10013374 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Bmw Dream 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 Bmw Dream has a NPV value higher than Zero then finance managers at Bmw Dream 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 Bmw Dream, then the stock price of the Bmw Dream 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 Bmw Dream 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 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.

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

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 BMW of North America: Dream It. Build It. Drive It

References & Further Readings

Dmitry Alenuskin, Andreas Schotter (2018), "BMW of North America: Dream It. Build It. Drive It Harvard Business Review Case Study. Published by HBR Publications.