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Cherry,
K. 1993. Why aren’t more investments profitable? Journal of Cost Management
(Summer): 28-37. |
There are certain investments that give
every promise of being profitable, but in fact, end up being just the opposite. There are some things that can be done to improve capital budgeting
results.
Executives
can also address common problems encountered with capital budgeting using a
thirteen-point plan.
Managers
must understand that there are two groups of issues that give rise to unwise
investment choices. These issues
are: those related to objectivity and those related to validity.
This must be done before the thirteen-point plan is used.
In a decentralized company, capital
expenditures often have to be approved centrally. The selection process of capital investment projects in usually done in
descending order. At the top of the
list is the capital investment project with the highest positive payback and
levels off when the cash outflows for the projects selected reach some
“reasonable” level or target amount. A
drawback of combining decentralized management structures with fixed
availability of capital funds is that overly optimistic projections can be
submitted.
Executive management may have extensive
personal commitment to the project. They
have wishes of rosy prospects, which tend to obscure management’s vision of
the future and the very existence of the company may be put in jeopardy.
It
is common in the business environment to provide positive feedback while
minimizing the negative. This type
of information filtering does not provide the ultimate decision makers on
an investment with the full story on a proposed project’s risk.
Insufficient analysis is one of the
primary validity issues encountered in capital budgeting.
Staff shortages can compromise the reliability of revenue projects. Time constraints can mean that investment costs have not been fully
developed to reflect delays, shortages, technology issues, and the learning
curve required for new practices and procedures. Limitations in the number of
staff analysts, at the corporate level, can restrict verification about the
reasonableness or achievability of projections.
The
lack of technical expertise is the second primary validity issue. Even the validity of the most well-intentioned capital project plan can
be undermined by unfamiliarity with financial analysis techniques.
When it comes to approving capital
projects, there should be standard process that ensures fairness and technical
accuracy. It should be flexible
enough to recognize the unique characteristics of each of the projects.
Step 1: Review strategic direction.
The foundation for the decision making process about capital projects should be the strategic direction and goals of the company. It is important to remember that in choosing projects, capital budgeting techniques ought to work for the whole as well as its parts. When a strategic decision is made, it is intuitive that the decision maker weighs the benefits versus the costs.
Step 2: Select projects for review.
After the strategic dimensions are
understood, choose the projects to be reviewed. Identifying projects can be done using several criteria, but first and
foremost is to move the company in the desired strategic direction.
Step 3: Review documentation and
assumptions.
Careful consideration should be given to
the existing research and documentation prepared for a proposed project.
Step 4: Conduct internal interviews.
The perceived concerns, challenges, and
problems of management at the project implementation level should be brought to
surface.
Step 5: Survey current demand and
supply.
Develop a profile for your product by
assessing the competition’s current product offerings and the current buying
patterns of consumers.
Step 6: Forecast demand and supply.
It is common for forecasts to be overly
optimistic or not thorough enough because of a lack of resources to perform
adequate market assessments. As a
result, penetration assumptions must be rigorously and objectively challenged.
Step 7: Estimate probable costs.
Being as objective as possible is
important when estimating costs.
Step 8 and 9: Profile confidence levels
and examine past successes and failures of similar projects.
Probability estimates about the likelihood of realizing the revenue and cost projects can be developed using interviews and experience with similar projects. These estimates can then lead to an aggregate “net” probability using decision tree analysis. A measurement that is good at determining the project risk that is involved is the standard deviation of probabilities. Yet another way to determine this risk is to develop a risk matrix. A risk matrix assesses the company’s familiarity with a product on the vertical axis and its familiarity with a particular market on the horizontal axis.
Begin using the capital asset-pricing
model to estimate the company’s cost of capital. Next, develop a project-specific discount rate.
You will base this on the risk involved and the unique project
characteristics.
Step 11: Model the project NPV.
Step 12: Define progress standards.
It should be made known that managers will
be measured based on their performance on decisions made.
Step 13: Reevaluate the progress and
viability of the project.
This needs to be a continuous process.
Conclusion
The thirteen-point plan is a standard process that allows for the recognition of the unique characteristics of various projects. Yet, there is only one true way that financial managers can know whether the proposed project's benefits exceed the costs. They must conduct aggressive analysis of the project before, during, and after completion.
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