preview

Great Eastern Toys

Better Essays

Case Study “Great Eastern Toys” Designer Dolls’ Project – How to evaluate? Within the scope of Finance course, we are asked to apply our acquired knowledge in the analysis of the case study “Great Eastern Toys”, in order to build a solid decision concerning whether a new project should be taken or not by this firm. As a brief explanation, Great Eastern Toys firm is planning to extend its existing product line of plastic dolls by entering the market for designer dolls. Several studies were undertaken in order to estimate future cash flows of this project. After this step, the firm has to evaluate the project based on the information given by those studies. If so, which path should the firm follow as a means to reach a conclusion …show more content…

Unless market trends, market environment or consumer buying behaviour evolve in an unexpected way, we are assuming that firm cash flows from other projects will keep fairly constant in the next 5-years period. Under this assumption, erosion costs, which are defined by reductions on the cash flows from other existing projects as a side effect from the new project, are not being taken into account. However, we might argue, as well, that the scenario predicted by the sales manager, Robert Ho, is more likely to occur, if we strongly suspect changes in consumer’s perceptions and buying behaviour for dolls purchasing will happen shortly. According with these expectations, we must include erosion costs in the incremental cash flows evaluation. Due to this difficulty in either considering erosion costs as an incremental cash flow, or just dismiss it, we will analyse both scenarios, and reach a final conclusion according with the assumptions assumed in each of them. Note: This point will be addressed in the conclusion section. As we have mentioned above, the relevant cash flows to calculate the NPV of the project are the incremental cash flows, which mainly include the operating cash flows and the investment cash flows. Operating Cash Flows Operating cash flows are obtained through income calculation and taxes on income. Year Production Price Sales Revenue Cost per unit Operating Costs 1 36.000 300 10.800.000 141,3333333 5.088.000 2 36.000 300 10.800.000

Get Access