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Answer:
NPV = $13.9m
NPV = $11.05m (if conducts customer segment research)
Explanation:
DATA
Successfull probability = 60%
Unsuccessful probability = 40%
Initial selling = $19.1m
Unsuccessful present value = $6.1 m
Research cost = $1.14m
Discount rate = 14%
Solution ( NPV If the firm goes to market immediately)
NPV = (Successful probability x initial selling) + (Unsuccessful probability x Unsuccessful present value)
NPV = (60% x $19.1m) + ( 40% x $6.1 m)
NPV = $11.46m + $2.44m
NPV = $13.9m
Solution (NPV if the firm conducts customer segment research)
NPV = ((Successful probability x initial selling) + (Unsuccessful probability x Unsuccessful present value)/1+discount rate ) - research cost
NPV =
NPV = $12.19m - $1.14m
NPV = $11.05m
Note: We can calculate NPV if the firm conducts customer segment research by dividing NPV calculated above by (1+discount rate) and research cost is deducted from the whole.