This note suggests an alternate strategy, trying to quantify the strategic growth potential for the New Heritage Doll Company of each project; therefore an integrated risk assessment approach based on both uncertainty and strategic and product positioning advantage delivered by each project will be used for project valuation. The "Match My Doll Clothing Line Expansion" project delivers an increment in the existing market segment by expanding the current warm weather clothing and accessories line, capitalizing on the popularity of the current offering and its premium pricing, having a similar risk profile as the current division business. The "Design Your Own Doll" project would deliver a "one-of-a-kind" doll ownership experience, and is expected to command the premium price associated with a custom doll. But more important, beside the new possibilities opened by the online customization of the dolls for expanding the current New Heritage market segment, the impact of the actual experience delivered by the girl interaction with the software while designing the doll should be further evaluated.
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Solution Sheet 1 NPV Analysis for Match My Doll Clothing Line Extension 4 NA Risk considerations. A major concern to be addressed in the New Heritage Doll case study is the risk, the two projects being evaluated having very different risk profiles.
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A maker and retailer of specialty doll products must decide which of two projects to fund. The decision requires the stud. New Heritage Doll Company is a U.S based children toy manufacturer with a well-known national brand: the New Heritage.
With its existing three divisions, New Heritage proposed two potential investment projects in order to expand its business while the doll industry was facing a relatively low growth.