×




E-business Transformation At the Crossroads: Sears' Dilemma 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 E-business Transformation At the Crossroads: Sears' Dilemma case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. E-business Transformation At the Crossroads: Sears' Dilemma case study is a Harvard Business School (HBR) case study written by C. Ranganathan, Shetty Analini, Gayathri Muthukumaran. The E-business Transformation At the Crossroads: Sears' Dilemma (referred as “Sears Transformation” 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






Case Description of E-business Transformation At the Crossroads: Sears' Dilemma Case Study


This teaching case discusses the challenges facing Sears, Reobeck and Co., a leading retailer in United States, in its efforts to transform itself into an effective brick-and-click organization. In face of intense competition from other retailers and online e-tailers, Sears has continually expanded its online efforts in e-business transformation. This case traces the key e-business initiatives taken by Sears and highlights significant managerial challenges that were encountered during the formulation and execution of an effective e-business transformation strategy. The case presents the issues faced by a new CIO who had taken over the technology and e-business affairs at Sears at the end of 2002.


Case Authors : C. Ranganathan, Shetty Analini, Gayathri Muthukumaran

Topic : Leadership & Managing People

Related Areas :




Calculating Net Present Value (NPV) at 6% for E-business Transformation At the Crossroads: Sears' Dilemma Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10026241) -10026241 - -
Year 1 3458018 -6568223 3458018 0.9434 3262281
Year 2 3961410 -2606813 7419428 0.89 3525641
Year 3 3957498 1350685 11376926 0.8396 3322792
Year 4 3242159 4592844 14619085 0.7921 2568094
TOTAL 14619085 12678807




The Net Present Value at 6% discount rate is 2652566

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

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. Sears Transformation 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 Sears Transformation 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 E-business Transformation At the Crossroads: Sears' Dilemma

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 Sears Transformation 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 Sears Transformation 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 (10026241) -10026241 - -
Year 1 3458018 -6568223 3458018 0.8696 3006972
Year 2 3961410 -2606813 7419428 0.7561 2995395
Year 3 3957498 1350685 11376926 0.6575 2602119
Year 4 3242159 4592844 14619085 0.5718 1853715
TOTAL 10458201


The Net NPV after 4 years is 431960

(10458201 - 10026241 )








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 (10026241) -10026241 - -
Year 1 3458018 -6568223 3458018 0.8333 2881682
Year 2 3961410 -2606813 7419428 0.6944 2750979
Year 3 3957498 1350685 11376926 0.5787 2290219
Year 4 3242159 4592844 14619085 0.4823 1563541
TOTAL 9486421


The Net NPV after 4 years is -539820

At 20% discount rate the NPV is negative (9486421 - 10026241 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Sears Transformation 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 Sears Transformation has a NPV value higher than Zero then finance managers at Sears Transformation 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 Sears Transformation, then the stock price of the Sears Transformation 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 Sears Transformation 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 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 are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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.






Negotiation Strategy of E-business Transformation At the Crossroads: Sears' Dilemma

References & Further Readings

C. Ranganathan, Shetty Analini, Gayathri Muthukumaran (2018), "E-business Transformation At the Crossroads: Sears' Dilemma Harvard Business Review Case Study. Published by HBR Publications.


William Hill SWOT Analysis / TOWS Matrix

Services , Casinos & Gaming


BH Macro USD SWOT Analysis / TOWS Matrix

Financial , Misc. Financial Services


PARANAPANEMA ON SWOT Analysis / TOWS Matrix

Basic Materials , Metal Mining


Baiksan SWOT Analysis / TOWS Matrix

Consumer Cyclical , Textiles - Non Apparel


Sergeferrari G SWOT Analysis / TOWS Matrix

Basic Materials , Fabricated Plastic & Rubber


Ryerson Holding SWOT Analysis / TOWS Matrix

Basic Materials , Iron & Steel


Akzo Nobel India SWOT Analysis / TOWS Matrix

Basic Materials , Chemical Manufacturing