Foreign Investment Risk Factors In China

Assignment 1: Due Sunday, Sep 30Analyze the following article and provide a report that answers these questions:

Risk of China economic collapse overblown | Emerging Markets | AMEinfo.com. (n.d.). Middle East business & financial news | business directory & current events | AME Info. Retrieved July 22, 2010, from http://www.ameinfo.com/35739.html

    1. Based on the findings in the report, analyze three factors MNCs can use to evaluate China’s risk as a potential foreign investment.

 

    1. The Chinese Yuan is not convertible to American dollars. This restricts Chinese investors from exchanging their Yuan for dollars to invest abroad. The rate of exchange is currently 8.28 Yuan to 1 dollar. In this framework, answer the following questions:

 

      • What are currency exchange controls?

 

      • Why are these controls imposed?

 

      • What impact do these controls have on Yuan to dollar exchange rates?

 

  1. Read the section in the article titled Balance of Payments. How can basic hedging techniques be applied to China?

write a report of findings of three pages as a Microsoft Word document, double-spaced, in Arial 12 pt font. Your report should be your own—original and free from plagiarism.

 

 

Assignment 2: Bank of China ( due Saturday, Sep 29)

Bank of China has opened trading in the Chinese currency on the international financial markets. Is this good or bad for China? Is this good or bad for the U.S.? What will be the effect on the U.S. dollar and European Euro as reserve currencies?

You can look for additional readings on Internet related to this topic.

CHAPTER 10 Measuring and Managing Translation and Transaction Exposure

The stream of time sweeps away errors, and leaves the truth for the inheritance of humanity.

George Brandes

LEARNING OBJECTIVES

• To define translation and transaction exposure and distinguish between the two

• To describe the four principal currency translation methods available and to calculate translation exposure using these different methods

• To describe and apply the current (FASB-52) currency translation method prescribed by the Financial Accounting Standards Board

• To identify the basic hedging strategy and techniques used by firms to manage their currency transaction and translation risks

• To explain how a forward market hedge works

• To explain how a money market hedge works

• To describe how foreign currency contract prices should be set to factor in exchange rate change expectations

• To describe how currency risk-sharing arrangements work

• To explain when foreign currency options are the preferred hedging technique

• To describe the costs associated with using the different hedging techniques

• To describe and assess the economic soundness of the various corporate hedging objectives

• To explain the advantages and disadvantages of centralizing foreign exchange risk management

KEY TERMS

accounting exposure

cross-hedge

currency call option

currency collar

currency options

currency put option

currency risk sharing

current exchange rate

current/noncurrent method

current rate method

cylinder

economic exposure

exposure netting

Financial Accounting Standards Board (FASB)

foreign exchange risk

forward market hedge

functional currency

funds adjustment

hard currency

hedging

historical exchange rate

hyperinflationary country

monetary/nonmonetary method

money market hedge

neutral zone

operating exposure

opportunity cost

price adjustment clause

range forward

reporting currency

risk shifting

soft currency

Statement of Financial Accounting Standards No. 52 (FASB 52)

Statement of Financial Accounting Standards No. 133 (FASB 133)

temporal method

transaction exposure

translation exposure

Foreign currency fluctuations are one of the key sources of risk in multinational operations. Consider the case of Dell Inc., which operates assembly plants for its computers within the United States as well as in Ireland, Malaysia, China, and Brazil; runs offices and call centers in several other countries; and markets its products in more than 100 countries. Dells currency problems are evident in the fact that it may manufacture a product in Ireland for sale in, say, Denmark and obtain payments in Danish krone. Dell would like to ensure that its foreign profits are not eroded by currency fluctuations. Also, at the end of the year, when Dell consolidates its financial statements for the year in U.S. dollars, it wants to ensure that exchange rate changes do not adversely impact its financial performance.

The pressure to monitor and manage foreign currency risks has led many companies to develop sophisticated computer-based systems to keep track of their foreign exchange exposure and aid in managing that exposure. The general concept of exposure refers to the degree to which a company is affected by exchange rate changes. This impact can be measured in several ways. As so often happens, economists tend to favor one approach to measuring foreign exchange exposure, whereas accountants favor an alternative approach. This chapter deals with the measurement and management of accounting exposure, including both translation and transaction exposure. Management of accounting exposure centers on the concept of hedging. Hedging a particular currency exposure means establishing an offsetting currency position so that whatever is lost or gained on the original currency exposure is exactly offset by a corresponding foreign exchange gain or loss on the currency hedge. Regardless of what happens to the future exchange rate, therefore, hedging locks in a dollar (home currency) value for the currency exposure. In this way, hedging can protect a firm from foreign exchange risk, which is the risk of valuation changes resulting from unforeseen currency movements.

10.1 Alternative Measures of Foreign Exchange Exposure

The three basic types of exposure are translation exposure, transaction exposure, and operating exposure. Transaction exposure and operating exposure combine to form economic exposure. Exhibit 10.1 illustrates and contrasts translation, transaction, and operating exposure. As can be seen, these exposures cannot always be neatly separated but instead overlap to some extent.

Translation Exposure

Translation exposure, also known as accounting exposure, arises from the need, for purposes of reporting and consolidation, to convert the financial statements of foreign operations from the local currencies (LC) involved to the home currency (HC). If exchange rates have changed since the previous reporting period, this translation, or restatement, of those assets, liabilities, revenues, expenses, gains, and losses that are denominated in foreign currencies will result in foreign exchange gains or losses. The possible extent of these gains or losses is measured by the translation exposure figures. The rules that govern translation are devised by an accounting association such as the Financial Accounting Standards Board (FASB) in the United States, the parent firm’s government, or the firm itself. Appendix 10A discusses Statement of Financial Accounting Standards No. 52 (FASB 52)—the present currency translation method prescribed by FASB.

Exhibit 10.1 Comparison of Translation, Transaction, and Operating Exposures

Transaction Exposure

Transaction exposure results from transactions that give rise to known, contractually binding future foreign-currency-denominated cash inflows or outflows. As exchange rates change between now and when these transactions settle, so does the value of their associated foreign currency cash flows, leading to currency gains and losses. Examples of transaction exposure for a U.S. company would be the account receivable associated with a sale denominated in euros or the obligation to repay a Japanese yen debt. Although transaction exposure is rightly part of economic exposure, it is usually lumped under accounting exposure. In reality, transaction exposure overlaps with both accounting and operating exposure. Some elements of transaction exposure, such as foreign-currency-denominated accounts receivable and debts, are included in a firm’s accounting exposure because they already appear on the firm’s balance sheet. Other elements of transaction exposure, such as foreign currency sales contracts that have been entered into but the goods have not yet been delivered (and so receivables have not yet been created), do not appear on the firm’s current financial statements and instead are part of the firm’s operating exposure.

Operating Exposure

Operating exposure measures the extent to which currency fluctuations can alter a company’s future operating cash flows—that is, its future revenues and costs. Any company whose revenues or costs are affected by currency changes has operating exposure, even if it is a purely domestic corporation and has all its cash flows denominated in home currency.

The two cash-flow exposures—operating exposure and transaction exposure—combine to equal a company’s economic exposure. In technical terms, economic exposure is the extent to which the value of the firm—as measured by the present value of its expected cash flows—will change when exchange rates change.

10.2 Alternative Currency Translation Methods

Companies with international operations will have foreign-currency-denominated assets and liabilities, revenues, and expenses. However, because home country investors and the entire financial community are interested in home currency values, the foreign currency balance sheet accounts and income statement must be assigned HC values. In particular, the financial statements of an MNC’s overseas subsidiaries must be translated from local currency to home currency before consolidation with the parent’s financial statements.

If currency values change, foreign exchange translation gains or losses may result. Assets and liabilities that are translated at the current (postchange) exchange rate are considered to be exposed; those translated at a historical (prechange) exchange rate will maintain their historical HC values and, hence, are regarded as not exposed. Translation exposure is simply the difference between exposed assets and exposed liabilities. The controversies among accountants center on which assets and liabilities are exposed and on when accounting-derived foreign exchange gains and losses should be recognized (reported on the income statement). A crucial point to realize in putting these controversies in perspective is that such gains or losses are of an accounting nature—that is, no cash flows are necessarily involved.

Four principal translation methods are available: the current/noncurrent method, the monetary/nonmonetary method, the temporal method, and the current rate method. In practice, there are also variations of each method.

Current/Noncurrent Method

At one time, the current/noncurrent method, whose underlying theoretical basis is maturity, was used by almost all U.S. multinationals. With this method, all the foreign subsidiary’s current assets and liabilities are translated into home currency at the current exchange rate. Each noncurrent asset or liability is translated at its historical exchange rate —that is, at the rate in efffect at the time the asset was acquired or the liability was incurred. Hence, a foreign subsidiary with positive local currency working capital will give rise to a translation loss (gain) from a devaluation (revaluation) with the current/noncurrent method, and vice versa if working capital is negative.

The income statement is translated at the average exchange rate of the period, except for those revenues and expense items associated with noncurrent assets or liabilities. The latter items, such as depreciation expense, are translated at the same rates as the corresponding balance sheet items. Thus, it is possible to see different revenue and expense items with similar maturities being translated at different rates.

Monetary/Nonmonetary Method

The monetary/nonmonetary method differentiates between monetary assets and liabilities—that is, those items that represent a claim to receive, or an obligation to pay, a fixed amount of foreign currency units—and nonmonetary, or physical, assets and liabilities. Monetary items (e.g., cash, accounts payable and receivable, and long-term debt) are translated at the current rate; nonmonetary items (e.g., inventory, fixed assets, and long-term investments) are translated at historical rates.

Income statement items are translated at the average exchange rate during the period, except for revenue and expense items related to nonmonetary assets and liabilities. The latter items, primarily depreciation expense and cost of goods sold, are translated at the same rate as the corresponding balance sheet items. As a result, the cost of goods sold may be translated at a rate different from that used to translate sales.

Temporal Method

The temporal method appears to be a modified version of the monetary/nonmonetary method. The only difference is that under the monetary/nonmonetary method, inventory is always translated at the historical rate. Under the temporal method, inventory is normally translated at the historical rate, but it can be translated at the current rate if it is shown on the balance sheet at market values. Despite the similarities, the theoretical bases of the two methods are different. The choice of exchange rate for translation is based on the type of asset or liability in the monetary/nonmonetary method; in the temporal method, it is based on the underlying approach to evaluating cost (historical versus market). Under a historical cost-accounting system, as the United States now has, most accounting theoreticians probably would argue that the temporal method is the appropriate method for translation.

Income statement items normally are translated at an average rate for the reporting period. However, cost of goods sold and depreciation and amortization charges related to balance sheet items carried at past prices are translated at historical rates.

Current Rate Method

The current rate method is the simplest: All balance sheet and income items are translated at the current rate. This method is widely employed by British companies. With some variation, it is the method mandated by the current U.S. translation standard—FASB 52. Under the current rate method, if a firm’s foreign-currency-denominated assets exceed its foreign-currency-denominated liabilities, a devaluation must result in a loss and a revaluation must result in a gain.

Exhibit 10.2 applies the four methods to a hypothetical balance sheet that is affected by both a 25% devaluation and a 37.5% revaluation. Depending on the method chosen, the translation results for the LC devaluation can range from a loss of $205,000 to a gain of $215,000; LC revaluation results can vary from a gain of $615,000 to a loss of $645,000. The assets and liabilities that are considered exposed under each method are the ones that change in dollar value. Note that the translation gains or losses for each method show up as the change in the equity account. For example, the LC devaluation combined with the current rate method results in a $205,000 reduction in the equity account ($1,025,000 − $820,000), which equals the translation loss for this method. Another way to calculate this loss is to take the net LC translation exposure, which equals exposed assets minus exposed liabilities (for the current rate method, this figure is LC 4,100,000, which, not coincidentally, equals its equity value) and multiply it by the $0.05 ($0.25 − $0.20) change in the exchange rate. This calculation yields a translation loss of $205,000 ($0.05 × 4,100,000), the same as calculated in Exhibit 10.2. Another way to calculate this loss is to multiply the net dollar translation exposure by the fractional change in the exchange rate, or $1,025,000 × 0.05/0.25 = $205,000. Either approach gives the correct answer.

10.3 Transaction Exposure

Companies often include transaction exposure as part of their accounting exposure, although as a cash-flow exposure, it is rightly part of a company’s economic exposure. As we have seen, transaction exposure stems from the possibility of incurring future exchange gains or losses on transactions already entered into and denominated in a foreign currency. For example, when IBM sells a mainframe computer to Royal Dutch Shell in England, it typically will not be paid until a later date. If that sale is priced in pounds, IBM has a pound transaction exposure.

A company’s transaction exposure is measured currency by currency and equals the difference between contractually fixed future cash inflows and outflows in each currency. Some of these unsettled transactions, including foreign-currency-denominated debt and accounts receivable, are already listed on the firm’s balance sheet. However, other obligations, such as contracts for future sales or purchases, are not.

Application Computing Transaction Exposure for Boeing 

Suppose Boeing Airlines sells five 747s to Garuda, the Indonesian airline, in rupiahs. The rupiah price is Rp 140 billion. To help reduce the impact on Indonesias balance of payments, Boeing agrees to buy parts from various Indonesian companies worth Rp 55 billion.

a. If the spot rate is $0.004/Rp, what is Boeing’s net rupiah transaction exposure?

Solution. Boeing’s net rupiah exposure equals its projected rupiah inflows minus its projected rupiah outflows, or Rp 140 billion − Rp 55 billion = Rp 85 billion. Converted into dollars at the spot rate of $0.004/Rp, Boeing’s transaction exposure equals $340 million.

b. If the rupiah depreciates to $0.0035/Rp, what is Boeing’s transaction loss?

Solution. Boeing will lose an amount equal to its rupiah exposure multiplied by the change in the exchange rate, or 85 billion X (0.004 − 0.0035) = $42.5 million. This loss can also be determined by multiplying Boeing’s exposure in dollar terms by the fractional change in the exchange rate, or 340 million X (0.0005/0.004) = $42.5 million.

Exhibit 10.2 Financial Statement Impact of Translation Alternatives (U.S. $ Thousands)

Although translation and transaction exposures overlap, they are not synonymous. Some items included in translation exposure, such as inventories and fixed assets, are excluded from transaction exposure, whereas other items included in transaction exposure, such as contracts for future sales or purchases, are not included in translation exposure. Thus, it is possible for transaction exposure in a currency to be positive and translation exposure in that same currency to be negative and vice versa.

10.4 DESIGNING A HEDGING STRATEGY

We now come to the problem of managing exposure by means of hedging. As mentioned earlier, hedging a particular currency exposure means establishing an offsetting currency position so as to lock in a dollar (home currency) value for the currency exposure and thereby eliminate the risk posed by currency fluctuations. A variety of hedging techniques are available for managing exposure, but before a firm uses them it must decide on which exposures to manage and how to manage them. Addressing these issues successfully requires an operational set of goals for those involved in exchange risk management. Failure to set out objectives can lead to possibly conflicting and costly actions on the part of employees. Although many firms do have objectives, their goals are often so vague and simplistic (e.g., “eliminate all exposure” or “minimize reported foreign exchange losses”) that they provide little realistic guidance to managers.1 For example, should an employee told to eliminate all exposure do so by using forward contracts and currency options or by borrowing in the local currency? And if hedging is not possible in a particular currency, should sales in that currency be forgone even if it means losing potential profits? The latter policy is likely to present a manager with the dilemma of choosing between the goals of increased profits and reduced exchange losses. Moreover, reducing translation exposure could increase transaction exposure and vice versa. What trade-offs, if any, should a manager be willing to make between these two types of exposure?

These and similar questions demonstrate the need for a coherent and effective strategy. The following elements are suggested for an effective exposure management strategy:2

1. Determine the types of exposure to be monitored.

2. Formulate corporate objectives and give guidance in resolving potential conflicts in objectives.

3. Ensure that these corporate objectives are consistent with maximizing shareholder value and can be implemented.

4. Clearly specify who is responsible for which exposures, and detail the criteria by which each manager is to be judged.

5. Make explicit any constraints on the use of exposure-management techniques, such as limitations on entering into forward contracts.

6. Identify the channels by which exchange rate considerations are incorporated into operating decisions that will affect the firm’s exchange risk posture.

7. Develop a system for monitoring and evaluating exchange risk management activities.

Objectives

The usefulness of a particular hedging strategy depends on both acceptability and quality. Acceptability refers to approval by those in the organization who will implement the strategy, and quality refers to the ability to provide better decisions. To be acceptable, a hedging strategy must be consistent with top management’s values and overall corporate objectives. In turn, these values and objectives are strongly motivated by management’s beliefs about financial markets and how its performance will be evaluated. The quality, or value to the shareholders, of a particular hedging strategy is, therefore, related to the congruence between those perceptions and the realities of the business environment.

The most frequently occurring objectives, explicit and implicit, in management behavior include the following:3

1. Minimize translation exposure. This common goal necessitates a complete focus on protecting foreign-currency-denominated assets and liabilities from changes in value resulting from exchange rate fluctuations. Given that translation and transaction exposures are not synonymous, reducing the former could cause an increase in the latter (and vice versa).

2. Minimize quarter-to-quarter (or year-to-year) earnings fluctuations owing to exchange rate changes. This goal requires a firm to consider both its translation exposure and its transaction exposure.

3. Minimize transaction exposure. This objective involves managing a subset of the firm’s true cash-flow exposure.

4. Minimize economic exposure. To achieve this goal, a firm must ignore accounting earnings and concentrate on reducing cash-flow fluctuations stemming from currency fluctuations.

5. Minimize foreign exchange risk management costs. This goal requires a firm to balance off the benefits of hedging with its costs. It also assumes risk neutrality.

6. Avoid surprises. This objective involves preventing large foreign exchange losses.

The most appropriate way to rank these objectives is on their consistency with the overarching goal of maximizing shareholder value. To establish what hedging can do to further this goal, we return to our discussion of total risk in Chapter 1. In that discussion, we saw that total risk tends to adversely affect a firm’s value by leading to lower sales and higher costs. Consequently, actions taken by a firm that decrease its total risk will improve its sales and cost outlooks, thereby increasing its expected cash flows.

Reducing total risk can also ensure that a firm will not run out of cash to fund its planned investment program. Otherwise, potentially profitable investment opportunities may be passed up because of corporate reluctance to tap the financial markets when internally generated cash is insufficient.4

This and other explanations for hedging all relate to the idea that there is likely to be an inverse relation between total risk and shareholder value.5 Given these considerations, the view taken here is that the basic purpose of hedging is to reduce exchange risk, where exchange risk is defined as that element of cash-flow variability attributable to currency fluctuations. This is Objective 4.

To the extent that earnings fluctuations or large losses can adversely affect the company’s perceptions in the minds of potential investors, customers, employees, and so on, there may be reason to also pay attention to Objectives 2 and 6.6 However, despite these potential benefits, there are likely to be few, if any, advantages to devoting substantial resources to managing earnings fluctuations or accounting exposure more generally (Objectives 1 and 3). To begin, trying to manage accounting exposure is inconsistent with a large body of empirical evidence that investors have the uncanny ability to peer beyond the ephemeral and concentrate on the firm’s true cash-flow-generating ability. In addition, whereas balance sheet gains and losses can be dampened by hedging, operating earnings will also fluctuate in line with the combined and offsetting effects of currency changes and inflation. Moreover, hedging costs themselves will vary unpredictably from one period to the next, leading to unpredictable earnings changes. Thus, it is impossible for firms to protect themselves from earnings fluctuations resulting from exchange rate changes except in the very short run.

Given the questionable benefits of managing accounting exposure, the emphasis in this text is on managing economic exposure. However, this chapter describes the techniques used to manage transaction and translation exposure because many of these techniques are equally applicable to hedging cash flows.

In operational terms, hedging to reduce the variance of cash flows translates into the following exposure management goal: to arrange a firm’s financial affairs in such a way that however the exchange rate may move in the future, the effects on dollar returns are minimized. This objective is not universally subscribed to, however. Instead, many firms follow a selective hedging policy designed to protect against anticipated currency movements. A selective hedging policy is especially prevalent among those firms that organize their treasury departments as profit centers. In such firms, the desire to reduce the expected costs of hedging (Objective 5)—and thereby increase profits—often leads to taking higher risks by hedging only when a currency change is expected and going unhedged otherwise.

If financial markets are efficient, however, firms cannot hedge against expected exchange rate changes. Interest rates, forward rates, and sales-contract prices should already reflect currency changes that are anticipated, thereby offsetting the loss-reducing benefits of hedging with higher costs. In the case of Mexico, for instance, the one-year forward discount in the futures market was close to 100% just before the peso was floated in 1982. The unavoidable conclusion is that a firm can protect itself only against unexpected currency changes.

Moreover, there is always the possibility of bad timing. For example, big Japanese exporters such as Toyota and Honda have incurred billions of dollars in foreign exchange losses. One reason for these losses is that Japanese companies often try to predict where the dollar is going and hedge (or not hedge) accordingly. At the beginning of 1994, many thought that the dollar would continue to strengthen, and thus they failed to hedge their exposure. When the dollar plummeted instead, they lost billions. The lesson is that firms that try simultaneously to use hedging both to reduce risk and to beat the market may end up with more risk, not less.

Application Malaysia Gets Mauled by the Currency Markets 

In January 1994, Bank Negara, Malaysias central bank, declared war on “currency speculators” who were trying to profit from an anticipated rise in the Malaysian dollar. The timing of this declaration struck a nerve among currency traders because Bank Negara had itself long been a major speculator in the currency markets—a speculator whose boldness was matched only by its incompetence. During the two-year period from 1992 to 1993, Bank Negara had foreign exchange losses of M$14.7 billion (US$5.42 billion). It seems that even central banks are not immune to the consequences of market efficiency—and stupidity.

1 Dow Chemical stated in its 2007 Form 10-K (p. 54) that “The primary objective of the Company’s foreign exchange risk management is to optimize the U.S. dollar value of net assets and cash flows, keeping the adverse impact of currency movements to a minimum.” Although a laudable objective, it is difficult to determine what specific actions a manager should take to accomplish it.

2 Most of these elements are suggested in Thomas G. Evans and William R. Folks, Jr., “Defining Objectives for Exposure Management,” Business International Money Report, February 2, 1979, pp. 37-39.

3 See, for example, David B. Zenoff, “Applying Management Principles to Foreign Exchange Exposure,” Euromoney, September 1978, pp. 123-130.

4 This explanation appears in Kenneth Froot, David Scharfstein, and Jeremy Stein, “A Framework for Risk Management,” Harvard Business Review, November 1994, pp. 91-102. The reluctance to raise additional external capital may stem from the problem of information asymmetry—this problem arises when one party to a transaction knows something relevant to the transaction that the other party does not know—which could lead investors to impose higher costs on the company seeking capital.

5 For a good summary of these other rationales for corporate hedging, see Matthew Bishop, “A Survey of Corporate Risk Management,” The Economist, February 10, 1996, special section.

6 Fluctuating earnings could also boost a company’s taxes by causing it to alternate between high and low tax brackets (see Rene Stulz, “Rethinking Risk Management,” working paper, Ohio State University).

Costs and Benefits of Standard Hedging Techniques

Standard techniques for responding to anticipated currency changes are summarized in Exhibit 10.3. Such techniques, however, are vastly overrated in terms of their ability to minimize hedging costs.

Costs of Hedging.

If a devaluation is unlikely, hedging may be a costly and inefficient way of doing business. If a devaluation is expected, the cost of using the techniques (like the cost of local borrowing) rises to reflect the anticipated devaluation. Just before the August 1982 peso devaluation, for example, every company in Mexico was trying to delay peso payments. Of course, this technique cannot produce a net gain because one company’s payable is another company’s receivable. As another example, if one company wants peso trade credit, another must offer it. Assuming that both the borrower and the lender are rational, a deal will not be struck until the interest cost rises to reflect the expected decline in the peso.

Even shifting funds from one country to another is not a costless means of hedging. The net effect of speeding up remittances while delaying receipt of intercompany receivables is to force a subsidiary in a devaluation-prone country to increase its local currency borrowings to finance the additional working capital requirements. The net cost of shifting funds, therefore, is the cost of the LC loan minus the profit generated from use of the funds—for example, prepaying a hard currency loan—with both adjusted for expected exchange rate changes. As mentioned previously, loans in local currencies subject to devaluation fears carry higher interest rates that are likely to offset any gains from LC devaluation.

Exhibit 10.3 Basic Hedging Techniques

Reducing the level of cash holdings to lower exposure can adversely affect a subsidiary’s operations, whereas selling LC-denominated marketable securities can entail an opportunity cost (the lower interest rate on hard currency securities). A firm with excess cash or marketable securities should reduce its holdings regardless of whether a devaluation is anticipated. After cash balances are at the minimum level, however, any further reductions will involve real costs that must be weighed against the expected benefits.

Invoicing exports in the foreign currency and imports in the local currency may cause the loss of valuable sales or may reduce a firm’s ability to extract concessions on import prices. Similarly, tightening credit may reduce profits more than costs.

In summary, hedging exchange risk costs money and should be scrutinized like any other purchase of insurance. The costs of these hedging techniques are summarized in Exhibit 10.4.

Benefits of Hedging.

A company can benefit from the preceding techniques only to the extent that it can forecast future exchange rates more accurately than the general market. For example, if the company has a foreign currency cash inflow, it would hedge only if the forward rate exceeds its estimate of the future spot rate. Conversely, with a foreign currency cash outflow, it would hedge only if the forward rate was below its estimated future spot rate. In this way, it would apparently be following the profit-guaranteeing dictum of buy low-sell high. The key word, however, is apparently because attempting to profit from foreign exchange forecasting is speculating rather than hedging. The hedger is well advised to assume that the market knows as much as she does. Those who feel that they have superior information may choose to speculate, but this activity should not be confused with hedging.

Exhibit 10.4 Cost of the Basic Hedging Techniques

Application Selective Hedging 

In March, Multinational Industries, Inc. (MII) assessed the September spot rate for sterling at the following rates:

$1.80/£ with probability 0.15

$1.85/£ with probability 0.20

$1.90/£ with probability 0.25

$1.95/£ with probability 0.20

$2.00/£ with probability 0.20

a. What is the expected spot rate for September?

Solution. The expected future spot rate is 1.80(0.15) + 1.85(0.2) + 1.90(0.25) + 1.95(0.20) + 2.00(0.20) = $1.905.

b. If the six-month forward rate is $1.90, should the firm sell forward its £500,000 pound receivables due in September?

Solution. If MII sells its pound proceeds forward, it will lock in a value of $950,000 (1.90 × 500,000). Alternatively, if it decides to wait until September and sell its pound proceeds in the spot market, it expects to receive $952,500 (1.905 × 500,000). Based on these figures, if MII wants to maximize expected profits, it should retain its pound receivables and sell the proceeds in the spot market upon receipt.

c. What factors are likely to affect Multinational Industries’ hedging decision?

Solution. Risk aversion could lead MII to sell its receivables forward to hedge their dollar value. However, if MII has pound liabilities, they could provide a natural hedge and reduce (or eliminate) the amount necessary to hedge. The existence of a cheaper hedging alternative, such as borrowing pounds and converting them to dollars for the duration of the receivables, would also make undesirable the use of a forward contract. This latter situation assumes that interest rate parity is violated. The tax treatment of foreign exchange gains and losses on forward contracts could also affect the hedging decision.

Under some circumstances, a company may benefit at the expense of the local government without speculating. Such a circumstance would involve the judicious use of market imperfections or existing tax asymmetries, or both. In the case of an overvalued currency, such as the Mexican peso in 1982, if exchange controls are not imposed to prevent capital outflows and if hard currency can be acquired at the official exchange rate, then money can be moved out of the country via intercompany payments. For instance, a subsidiary can speed payments of intercompany accounts payable, make immediate purchases from other subsidiaries, or speed remittances to the parent. Unfortunately, governments are not unaware of these tactics. During a currency crisis, when hard currency is scarce, the local government can be expected to block such transfers or at least make them more expensive.

Another often-cited reason for market imperfection is that individual investors may not have equal access to capital markets. For example, because forward exchange markets exist only for the major currencies, hedging often requires local borrowing in heavily regulated capital markets. As a legal citizen of many nations, the MNC normally has greater access to these markets.

Similarly, if forward contract losses are treated as a cost of doing business, whereas gains are taxed at a lower capital gains rate, the firm can engage in tax arbitrage. In the absence of financial market imperfections or tax asymmetries, however, the net expected value of hedging over time should be zero. Despite the questionable value to shareholders of hedging balance sheet exposure or even transaction exposure, however, managers often try to reduce these exposures because they are evaluated, at least in part, on translation or transaction gains or losses.

In one area, at least, companies can reduce their exchange risk at no cost. This costless hedging technique is known as exposure netting.

Exposure Netting.

Exposure netting involves offsetting exposures in one currency with exposures in the same or another currency, where exchange rates are expected to move in a way such that losses (gains) on the first exposed position will be offset by gains (losses) on the second currency exposure. This portfolio approach to hedging recognizes that the total variability or risk of a currency exposure portfolio will be less than the sum of the individual variabilities of each currency exposure considered in isolation. The assumption underlying exposure netting is that the net gain or loss on the entire currency exposure portfolio is what matters, rather than the gain or loss on any individual monetary unit.

Centralization versus Decentralization

In the area of foreign exchange risk management, there are good arguments both for and against centralization. Favoring centralization is the reasonable assumption that local treasurers want to optimize their own financial and exposure positions, regardless of the overall corporate situation. An example is a multibillion-dollar U.S. consumer-goods firm that gives its affiliates a free hand in deciding on their hedging policies. The firm’s local treasurers ignore the possibilities available to the corporation to trade off positive and negative currency exposure positions by consolidating exposure worldwide. If subsidiary A sells to subsidiary B in sterling, then from the corporate perspective, these sterling exposures net out on a consolidated translation basis (but only before tax). If A or B or both hedge their sterling positions, however, unnecessary hedging takes place, or a zero sterling exposure turns into a positive or negative position. Furthermore, in their dealings with external customers, some affiliates may wind up with a positive exposure and others with a negative exposure in the same currency. Through lack of knowledge or incentive, individual subsidiaries may undertake hedging actions that increase rather than decrease overall corporate exposure in a given currency.

A further benefit of centralized exposure management is the ability to take advantage, through exposure netting, of the portfolio effect discussed previously. Thus, centralization of exchange risk management should reduce the amount of hedging required to achieve a given level of safety.

After the company has decided on the maximum currency exposure it is willing to tolerate, it can then select the cheapest option(s) worldwide to hedge its remaining exposure. Tax effects can be crucial at this stage, in computing both the amounts to hedge and the costs involved, but only headquarters will have the required global perspective. Centralized management also is needed to take advantage of the before-tax hedging cost variations that are likely to exist among subsidiaries because of market imperfections.

All these arguments for centralization of currency risk management are powerful. Against the benefits must be weighed the loss of local knowledge and the lack of incentive for local managers to take advantage of particular situations that only they may be familiar with. Companies that decentralize the hedging decision may allow local units to manage their own exposures by engaging in forward contracts with a central unit at negotiated rates. The central unit, in turn, may or may not lay off these contracts in the marketplace.

Managing Risk Management

A number of highly publicized cases of derivatives-related losses have highlighted the potential dangers in the use of derivatives such as futures and options. Although not all these losses involved the use of currency derivatives, several lessons for risk management can be drawn from these cases, which include the bankruptcies of Orange County and Barings PLC and the huge losses taken at AIG, Merrill Lynch, Kidder Peabody, Sumitomo, Daiwa, Allied Irish Banks, Union Bank of Switzerland, and Citic Pacific. The most important lesson to be learned is that risk management failures have their origins in inadequate systems and controls rather than from any risk inherent in the use of derivatives themselves.7 In every case of large losses, senior management did not fully understand the activities of those taking positions in derivatives and failed to monitor and supervise their activities adequately. Some specific lessons learned include the following.

First, segregate the duties of those trading derivatives from those supposed to monitor them. For example, Nicholas Leeson, the rogue trader who sank Barings, was in charge of trading and also kept his own books. When he took losses, he covered them up and doubled his bets. Similarly, the manager responsible for the profits generated by trading derivatives at UBS also oversaw the risks of his position. No one else at the bank was allowed to examine the risks his department was taking. And a rogue trader at Sumitomo, who lost $1.8 billion, oversaw the accounts that kept track of his dealings. These conflicts of interest are a recipe for disaster.

Second, derivatives positions should be limited to prevent the possibility of catastrophic losses, and they should be marked to market every day to avoid the possibility of losses going unrecognized and being allowed to accumulate. As in the cases of Barings and Sumitomo, traders who can roll over their positions at nonmarket prices tend to make bigger and riskier bets to recoup their losses.

Third, compensation arrangements should be designed to shift more of the risk onto the shoulders of those taking the risks. For example, deferring part of traders’ salaries until their derivatives positions actually pay off would make them more cognizant of the risks they are taking. Fourth, one should pay attention to warning signs. For example, Barings was slow to respond to an audit showing significant discrepancies in Leeson’s accounts. Similarly, Kidder Peabody’s executives ignored a trader who was generating record profits while supposedly engaging in risk-free arbitrage. A related lesson is that there’s no free lunch. Traders and others delivering high profits deserve special scrutiny by independent auditors. The auditors must pay particular attention to the valuation of exotic derivatives—specialized contracts not actively traded. Given the lack of ready market prices for exotics, it is easy for traders to overvalue their positions in exotics without independent oversight. Finally, those who value reward above risk will likely wind up with risk at the expense of reward.

Application The Luck of the Irish Eludes Allied Irish Banks 

In February 2002, Allied Irish Banks announced that a rogue trader at its U.S. unit lost $750 million through unauthorized foreign exchange trades. Allied said John Rusnak, a foreign exchange dealer at its U.S. unit Allfirst tried to disguise huge losses through fictitious foreign exchange trades over the past year. Traders in the foreign exchange market believe that Rusnak bet on the wrong direction of the Japanese yen, which was the only currency that moved enough during that period to have enabled a trader to pile up such colossal losses. The foreign exchange trades at issue were believed by the bank to have been hedged with currency options to reduce their risk. As it turned out, however, the options that Rusnak claimed to have bought were fictitious, leaving the bank with enormous “naked” (unhedged) foreign exchange positions. As his losses piled up, he placed even larger foreign currency bets, which turned sour as well. Bank analysts said the episode raised serious issues about the risk management controls in place at Allied and throughout the entire banking industry that are supposed to prevent the kinds of events that apparently hit Allied.

7 According to Anthony M. Santomero, president of the Federal Reserve Bank of Philadelphia, some bank managers have little knowledge of controls on their trading activities. For example, when he visited a major financial institution in New York, the CEO assured him that the bank had a highly sophisticated risk-management system already in place, the CFO said they had just implemented it, the head of trading said they were about to implement it, and the traders had never heard of it. See Anthony M. Santomero, “Processes and Progress in Risk Management,” Business Review, Federal Reserve Bank of Philadelphia, Q1 2003, p. 3.

Accounting for Hedging and FASB 133

Companies have a greater incentive for systematizing their hedging practices since FASB issued its Statement of Financial Accounting Standards No. 133 (FASB 133) to establish accounting and reporting standards for derivative instruments and for hedging activities. Under FASB 133, a foreign currency derivative that qualifies as a foreign currency hedge gets special hedge accounting treatment that essentially matches gains or losses resulting from the changes in the value of the derivative with losses or gains in the value of the underlying transaction or asset, thereby removing these hedging gains and losses from current income. However, any change in the value of the derivative not offset by a change in the value of the hedged item is recorded to earnings in the current period. Foreign currency hedges include hedges of net investments in foreign operations, of forecasted foreign currency transactions, and of foreign-currency-denominated assets or liabilities.

Under FASB, an entity that elects to apply hedge accounting is required to formally document each hedging transaction from the outset, explain its risk management objective and strategy for undertaking the hedge and the nature of the risk being hedged, and establish the method it will use for assessing the effectiveness of the hedging derivative and its measurement approach for determining the ineffective aspect of the hedge.

Three points are worth noting.

Hedge designations are critical. Each hedging relationship should fit into the company’s risk management objectives and strategy, which must be documented.

Hedging must be effective. To qualify for hedge accounting, an entity must demonstrate a hedging relationship to be highly effective in achieving offsetting changes in fair value or cash flows for the risk being hedged. “Highly effective” has been interpreted to mean a correlation ratio between 80% to 125% (this is the change in value of the derivative divided by the change in value of the hedged item).

Hedge ineffectiveness can lead to earnings volatility. A foreign currency derivative that cannot be shown to be effective in hedging a specific foreign currency risk must be marked to market and any gain or loss on it included in current earnings, making reported earnings more volatile.

10.5 Managing Translation Exposure

Firms have three available methods for managing their translation exposure: (1) adjusting fund flows, (2) entering into forward contracts, and (3) exposure netting. The basic hedging strategy for reducing translation exposure shown in Exhibit 10.5 uses these methods. Essentially, the strategy involves increasing hard currency (likely to appreciate) assets and decreasing soft currency (likely to depreciate) assets, while simultaneously decreasing hard currency liabilities and increasing soft currency liabilities. For example, if a devaluation appears likely, the basic hedging strategy will be executed as follows: Reduce the level of cash, tighten credit terms to decrease accounts receivable, increase LC borrowing, delay accounts payable, and sell the weak currency forward. An expected currency appreciation would trigger the opposite tactics.

Despite their prevalence among firms, these hedging activities are not automatically valuable. As discussed in the previous section, if the market already recognizes the likelihood of currency appreciation or depreciation, this recognition will be reflected in the costs of the various hedging techniques. Only if the firm’s anticipations differ from the markets and are also superior to the markets can hedging lead to reduced costs. Otherwise, the principal value of hedging would be to protect a firm from unforeseen currency fluctuations.

Funds Adjustment

Most techniques for hedging an impending LC devaluation reduce LC assets or increase LC liabilities, thereby generating LC cash. If accounting exposure is to be reduced, these funds must be converted into hard currency assets. For example, a company will reduce its translation loss if, before an LC devaluation, it converts some of its LC cash holdings to the home currency. This conversion can be accomplished, either directly or indirectly, by means of funds adjustment techniques.

Exhibit 10.5 Basic Strategy for Hedging Translation Exposure

Funds adjustment involves altering either the amounts or the currencies (or both) of the planned cash flows of the parent or its subsidiaries to reduce the firm’s local currency accounting exposure. If an LC devaluation is anticipated, direct funds adjustment methods include pricing exports in hard currencies and imports in the local currency, investing in hard currency securities, and replacing hard currency borrowings with local currency loans. The indirect methods, which are elaborated upon in Chapter 20, include adjusting transfer prices on the sale of goods between affiliates; speeding up the payment of dividends, fees, and royalties; and adjusting the leads and lags of intersubsidiary accounts. The last method, which is the one most frequently used by multinationals, involves speeding up the payment of intersubsidiary accounts payable and delaying the collection of intersubsidiary accounts receivable. These hedging procedures for devaluations would be reversed for revaluations (see Exhibit 10.3, p. 366).

Some of these techniques or tools may require considerable lead time, and—as is the case with a transfer price—once they are introduced, they cannot easily be changed. In addition, techniques such as transfer price, fee and royalty, and dividend flow adjustments fall into the realm of corporate policy and are not usually under the treasurer’s control, although this situation may be changing. It is, therefore, incumbent on the treasurer to educate other decision makers about the impact of these tools on the costs and management of corporate exposure.

Although entering forward contracts is the most popular coverage technique, the leading and lagging of payables and receivables is almost as important. For those countries in which a formal market in LC forward contracts does not exist, leading and lagging and LC borrowing are the most important techniques. The bulk of international business, however, is conducted in those few currencies for which forward markets do exist.

Forward contracts can reduce a firm’s translation exposure by creating an offsetting asset or liability in the foreign currency. For example, suppose that IBM U.K. has translation exposure of £40 million (i.e., sterling assets exceed sterling liabilities by that amount). IBM U.K. can eliminate its entire translation exposure by selling £40 million forward. Any loss (gain) on its translation exposure will then be offset by a corresponding gain (loss) on its forward contract. Note, however, that the gain (or loss) on the forward contract is of a cash-flow nature and is netted against an unrealized translation loss (or gain).

Selecting convenient (less risky) currencies for invoicing exports and imports and adjusting transfer prices are two techniques that are less frequently used, perhaps because of constraints on their use. It is often difficult, for instance, to make a customer or supplier accept billing in a particular currency.

Exposure netting is an additional exchange-management technique that is available to multinational firms with positions in more than one foreign currency or with offsetting positions in the same currency. As defined earlier, this technique involves offsetting exposures in one currency with exposures in the same or another currency such that gains and losses on the two currency positions will offset each other.

Evaluating Alternative Hedging Mechanisms

Ordinarily, the selection of a funds adjustment strategy cannot proceed by evaluating each possible technique separately without risking suboptimization; for example, whether a firm chooses to borrow locally is not independent of its decision to use or not use those funds to import additional hard currency inventory. However, when the level of forward contracts that the financial manager can enter into is unrestricted, the following two-stage methodology allows the optimal level of forward transactions to be determined apart from the selection of what funds adjustment techniques to use.8 Moreover, this methodology is valid regardless of the manager’s (or firm’s) attitude toward risk.

Stage 1: Compute the profit associated with each funds adjustment technique on a covered after-tax basis. Transactions that are profitable on a covered basis ought to be undertaken regardless of whether they increase or decrease the firm’s accounting exposure. However, such activities should not be termed hedging; rather, they involve the use of arbitrage to exploit market distortions.

 

Individual Case Assignment – Part I And II ( 48 Hours – High Quality)

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Chipotle Mexican Grill’s Strategy in 2018: Will the New CEO Be Able to Rebuild Customer Trust and Revive Sales Growth?

Arthur A. Thompson The University of Alabama

Headed into August 2015, Chipotle (pronounced chi-POAT-lay) Mexican Grill’s future looked rosy. Sales and profits in the first six months of 2015 were at record-setting levels, and expectations were that 2015 would be the company’s best year ever. But a series of events occurred over the next five months that alarmed customers, drove down sales at Chipotle restaurants, and proved frustrating for Chipotle top executives to fix.

• In August, a salmonella outbreak in Minnesota sickened 64 people who had eaten at a Chipotle Mexican Grill. The state’s Department of Health later linked the illness to contaminated tomatoes served at the restaurant.

• In August, 80 customers and 18 employees at a Chipotle Mexican Grill in Southern California reported gastrointestinal symptoms of nausea, vomiting, and diarrhea that medical authorities and county health officials attributed to “norovi- rus.” Norovirus is a highly contagious bug spread by contaminated food, improper hygiene, and con- tact with contaminated surfaces; the virus causes inflammation of the stomach or intestines, leading to stomach pain, nausea, diarrhea, and vomiting. After the reported food poisoning, the restaurant voluntarily closed, threw out all remaining food products, and sent home the affected employ- ees. Employees who tested positive for norovirus

remained off duty until they were cleared to return to work. County health officials also inspected the facility on two occasions and rendered passing grades, despite finding several minor violations. The restaurant reopened the following day, and no further food poisoning incidents occurred.

• In October, 55 people became ill from food poisoning after eating at 11 Chipotle locations in the Portland, Oregon, and Seattle, Washington areas. Medical authorities attributed the illnesses to a strain of E. coli bacteria typically associated with contaminated food. Most ill people had eaten many of the same food items, but subsequent testing of the ingredients at the 11 Chipotle restaurants did not reveal any E. coli contamination. (When a restaurant serves foods with several ingredients that are mixed or cooked together and then used in multiple menu items, it is difficult for medical studies to pinpoint the specific ingredient or ingredients that might be contami- nated.) State and federal regulatory officials reviewed Chipotle’s distribution records but were unable to identify a single food item or ingredient that could explain the outbreak. Nonetheless, out of an abun- dance of caution, Chipotle management voluntarily closed all 43 Chipotle locations in the Portland and Seattle markets, pending a comprehensive review of

CASE 12

Copyright ©2019 by Arthur A. Thompson. All rights reserved.

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Case 12 Chipotle Mexican Grill’s Strategy in 2018 C-121

the causes underlying the food contamination and a check of whether any of Chipotle’s food suppliers were at fault. Chipotle management worked in close consultation and collaboration with state and federal health and food safety officials (including personnel from the Centers for Disease Control and Prevention, the U.S. Department of Agriculture’s Food Safety and Inspection Service, and the U.S. Food and Drug Administration) throughout their investigation of the incident and also launched a massive internal effort review of the company’s food preparation and food safety procedures. These internal actions included:

1. Confirming that more than 2,500 tests of Chipotle’s food, restaurant surfaces, and equipment all showed no E. coli.

2. Confirming that no employees in the affected res- taurants were sickened from the incident.

3. Expanding the testing of fresh produce, raw meat, and dairy items prior to restocking restaurants.

4. Implementing additional safety procedures and audits, in all of its 2,000 restaurants to ensure that robust food safety standards were in place.

5. Working closely with federal, state, and local gov- ernment agencies to further ensure that robust food safety standards were in place.

6. Replacing all ingredients in the closed restaurants. 7. Conducting additional deep cleaning and sanitization

in all of its closed restaurants (followed by deep clean- ing and sanitization in all restaurants nationwide).

Meanwhile, the Federal Drug Administration sought to identify a cause for the outbreak. The FDA’s investigation revealed no ingredient-related cause and no evidence that particular suppliers were the source of the outbreak. Ultimately, no food item was identified as causing the outbreak and no food item was ruled out as a cause, although fresh produce was suspected as the likely cause.

After health officials concluded it was safe to do so, all 43 restaurants in the Portland and Seattle mar- kets reopened in late November 2015, roughly 6 weeks after the incident occurred.

• Later, it was confirmed that at least 13 people in nine other states became infected with the same strain of E. coli linked to the Chipotle restaurants in Oregon and Washington states.

• In early December 2015, five people in three states— Kansas (1), North Dakota (1), and Oklahoma

(3)—became ill after eating at Chipotle Mexican Grill restaurants. Studies conducted by the Centers for Disease Control and Prevention (CDC) determined that all five people were infected with a rare strain of E.coli different from the infections in Oregon, Washington, and nine other states. However, investigators used sophis- ticated laboratory testing to determine that the DNA footprints of the illnesses in the Midwest were related to those in the Portland and Seattle areas.

• In mid-December 2015, about 120 Boston College students became ill after eating at a Chipotle Mexican Grill near the campus, an outbreak that local health officials attributed to a norovirus. Health officials also tested students for E. coli infections but the tests were negative.

Extensive reports of the last three incidents in the national media took a toll on customer traffic at most all Chipotle locations. The average decline in sales at Chipotle locations open at least 12 months was a stunning 14.6 percent in the fourth quarter of 2015, causing Chipotle’s revenues in Q4 2015 to be 6.8 percent lower than in the fourth quarter of 2014. The company’s stock price crashed from an all-time high of $758 in early August 2015 to $400 heading into 2016.

2016 aND 2017—GROWING FRUsTRaTION IN ReVIVING saLes aND ResTORING CUsTOMeR TRUsT IN THe CHIPOTLe BRaND In January 2016, the CDC announced that the prior food contamination and food safety issues at Chipotle were “over.” Chipotle management followed up by finalizing plans to install comprehensive food safety procedures at all Chipotle restaurants and establish Chipotle as an industry leader in food safety. In February 2016, Chipotle shut all of its restaurants for a period of four hours to conduct food safety training for all store employees. That same day, in an effort to get customers back into its stores, Chipotle offered a free burrito to anyone who signed up on its website. Recognizing that the task of rejuvenating customer traffic at its restaurants would not be easy, Chipotle

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C-122 PaRT 2 Cases in Crafting and Executing Strategy

any Chipotle in the United States or Canada just for playing.

• On Halloween, from 3 p.m. to closing at all Chipotle locations, customers dressed in costume could buy $3 burritos, bowls, salads, or tacos.

• All active duty military, reserves, national guard, military spouses, retired military with a valid U.S. military ID, and veterans with ID were offered a special buy-one-get-one-free with the purchase of an entrée from 3:00 p.m. to close on Veterans Day.

In addition, in October 2016, Chipotle began an “Ingredients Reign” advertising campaign highlight- ing its carefully selected ingredients and reinforcing Chipotle’s commitment to sourcing, preparing, and serving only the very best ingredients. The campaign featured a series of animated stop-motion short films shown in movie theaters across the country and also distributed through various online, digital, and social media outlets. In addition, the company used indoor and outdoor advertising with content showcasing the company’s obsession with fresh ingredients.

But the results of all these efforts to revive cus- tomer traffic were disappointing. Average sales at Chipotle restaurants in 2016 dropped to $1.87 million, 22.9 percent below the 2015 average of $2.42 million. Chipotle’s revenues dropped from $4.5 billion in 2015 to $3.9 billion in 2016, despite the opening of 240 new restaurants. Net income plunged 95 percent, from $475.6 million in 2015 to $22.9 million in 2016.

Chipotle’s performance in 2017 was better, but far from comforting to top management or shareholders. Revenue rose 14.7 percent to almost $4.5 billion, fractionally below the amount for 2015, but with 400 more restaurants in operation than in 2015; net income rose to $176.3 million. Average res- taurant sales climbed 3.9 percent to $1.94 million, but were still almost 20 percent below the 2015 aver- age. Exhibit 1 presents recent financial and operating data for Chipotle Mexican Grill.

At the end of November 2017, Chipotle Mexican Grill announced that Steve Ells, chair- man and CEO—and the founder of the company in 1993—would relinquish the title of CEO and become executive chairman following the comple- tion of a search to identify a new CEO. Ells rec- ommended the change in his role to the company’s Board of Directors, indicating it would “allow me to focus on my strengths, which include bringing inno- vation to the way we source and prepare our food.

management launched a series of marketing efforts and incentives to entice former and new customers to dine at Chipotle restaurants. For example:

• In March, Chipotle introduced a new online game called Guac Hunter—a digital photo hunt where players saw a series of two images that looked similar and had to spot the differences before time runs out. During a specified 11-day period, play- ers were rewarded for their keen eyesight with a mobile offer good for a free order of chips and guacamole at any Chipotle in the United States and Canada.

• In May, teachers, faculty, and school staff with a valid school ID received a free burrito, burrito bowl, salad, or order of tacos with the purchase of another menu item at all U.S. Chipotle loca- tions from 3:00 p.m. to close in honor of Teacher Appreciation Day.

• All nurses who showed a valid ID were rewarded with a special buy-one-get-one-free promotion on June 8.

• In June, chorizo sausage was introduced as a meat selection.

• A national advertising campaign featured Chipotle’s carefully selected ingredients and its longstanding commitment to sourcing, preparing, and serving only the very best ingredients.

• In July, Chipotle initiated a three-month pro- motion called Chiptopia where customers were rewarded with a free entrée on their fourth, eighth, and eleventh visit and purchase of paid entrée within a given month; customers who registered for the program in July earned a free chips and guacamole with their first entrée purchase.

• Families were offered a free kid’s meal with the purchase of an entrée on Sundays during the month of September.

• Also in September, high school and college stu- dents with a valid ID received a free fountain soft drink or iced tea with any in-store entrée purchase.

• In October, Chipotle introduced a new online game that allowed players to test their memory skills by matching up real Chipotle ingredients while being careful not to select the imposters (added flavor or added color cards). Anyone who played the game received a limited time mobile buy-one-get-one-free entrée offer redeemable at

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Case 12 Chipotle Mexican Grill’s Strategy in 2018 C-123

EXHIBIT 1 Financial and Operating Highlights for Chipotle Mexican Grill, 2011–2017

In millions of dollars, except for per share items

Income Statement Data 2017 2016 2015 2014 2011

Total revenue $4,476.4 $3,904.4 $4,501.2 $4,108.3 $2,269.6 Food, beverage, and packaging costs 1,535.4 1,365.6 1,503.8 1,421.0 738.7 As a % of total revenue 34.3% 5.0% 33.4% 34.6% 32.5% Labor costs 1,206.0 1,105.0 1,045.7 904.4 543.1 As a % of total revenue 26.9% 28.3% 23.2% 22.2% 23.9% Occupancy costs 327.1 293.6 262.4 230.9 147.3 As a % of total revenue 7.3% 7.3% 5.8% 5.6% 6.5% Other operating costs 651.6 642.0 515.0 434.2 251.2 As a % of total revenue 14.6% 16.4% 11.4% 10.6% 11.1% General and administrative expenses 296.4 276.2 250.2 273.9 149.4 As a % of total revenue 6.6% 7.1% 5.6% 6.7% 6.6% Depreciation and amortization 163.3 146.4 130.4 110.5 74.9 Pre-opening costs 12.3 17.2 16.9 15.6 8.5 Loss on disposal of assets 13.3 23.9 13,194  6,976 5,806 Total operating expenses 4,206.6 3,869.8 3,737.6 3,397.5 1,919.0 Operating income 270.8 34.6 763.6 710.8 350.6 As a % of total revenue 6.0% 0.9% 17.0% 17.3% 15.5% Interest and other income (expense) net 4.9 4.2 6.3 3.5 (0.9) Income before income taxes 275.7 38.7 769.9 714.3 349.7 Provision for income taxes (99.5) (15.8) (294.3) (268.9) (134.9) Net income $ 176.3 $ 22.9 $ 475.6 $ 445.4 $ 214.9 As a % of total revenue 3.9% 0.6% 10.6% 10.8% 9.5% Earnings per share Basic $ 6.19 $ 0.78 $ 15.30 $ 14.35 $ 6.89 Diluted 6.17 0.77 15.10 14.13 6.76 Weighted average common shares outstanding Basic 28.5 29.3 31.1 31.0 31.2 Diluted 28.6 29.8 31.5 31.5 31.8

Selected Balance Sheet Data

Total current assets $ 629.5 $ 522.4 $ 814.6 $ 859.5 $ 501.2 Total assets 2,045.7 2,026.1 2,725.1 2,527.3 1,425.3 Total current liabilities 323.9 281.8 279.9 245.7 157.5 Total liabilities 681.2 623.6 597.1 514.9 374.8 Total shareholders’ equity 1,364.4 1,402.5 2,128.0 2,012.4 1,044.2

Other Financial Data

Net cash provided by operating activities $ 467.1 $ 349.2 $ 683.3 $ 682.1 $ 411.1 Capital expenditures 216.8 258.8 257.4 252.6 151.1

Restaurant Operations Data In thousands of dollars

Restaurants open at year-end 2,408 2,250 2,010 1,783 1,230 Average restaurant sales $1,940.0 $1,868.0 $2,424.0 $2,472.0 $2,013.0 Average annual sales increases at restaurants open at least 13 full calendar months 6.4% (20.4)% 0.2% 16.8% 11.2% Development and construction costs per newly opened restaurant

$ 835 $ 880 $ 805 $ 843 $ 800

Source: Company 10-K reports, 2015, 2016, and 2017.

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In July 2018, Chipotle once again had a food safety lapse; this foodborne illness outbreak sick- ened over 600 customers at a restaurant just out- side of Columbus, Ohio. Health officials attributed the problem to bacteria that formed when certain food items were left out at unsafe temperatures. Upon learning the cause, Chipotle top management immediately announced it would launch retraining of all its restaurant workers nationwide the follow- ing week. While the company’s stock price dropped about 7 percent on news of the incident, it recov- ered quickly since customer traffic at Chipotle res- taurants nationwide was largely unaffected and the company’s future performance seemed to be on the upswing remained amid reports that the company was testing a number of new menu enhancements, perhaps to include the addition of a new breakfast menu and earlier opening hours.

CHIPOTLe MeXICaN GRILL’s eaRLY YeaRs Steve Ells graduated from the Culinary Institute of America and then worked for two years at Stars Restaurant in San Francisco. Soon after moving to Denver, he began working on plans to open his own restaurant. Guided by a conviction that food served fast did not have to be low quality and that delicious food did not have to be expensive, he came up with the concept of Chipotle Mexican Grill. When the first Chipotle restaurant opened in Denver in 1993, it became an instant hit. Patrons were attracted by the experience of getting better-quality food served fast and dining in a restaurant setting that was more upscale and appealing than those of traditional fast- food enterprises. Over the next several years, Ells opened more Chipotle restaurants in Denver and other Colorado locations.

Ells’ vision for Chipotle was “to change the way people think about and eat fast food.” Taking his inspiration from features commonly found in many fine-dining restaurants, Ells’s strategy for Chipotle Mexican Grill was predicated on six elements:

• Serving a focused menu of burritos, tacos, bur- rito bowls (a burrito without the tortilla), and salads.

• Using high-quality, fresh ingredients and classic cook- ing methods to create great tasting, reasonably-priced

As we work hard to restore our brand, I believe we can capitalize on opportunities, including in areas such as the digital experience, menu innovation, delivery, catering, and domestic and international expansion, to deliver significant growth.”1 A three- person search committee that included Steve Ells and two directors was formed to identify a new leader with demonstrated turnaround expertise to help address the challenges facing the company, improve execution, build customer trust, and drive sales. As of early February 2018, no new CEO had been announced.

During 2017, there were two more incidents of food poisoning at Chipotle restaurants that were widely publicized. In July, a crowd-sourced web- site, Iwaspoisoned.com, indicated that 133 persons reported becoming ill after eating at a Chipotle res- taurant in Sterling, Virginia, a Washington suburb. Chipotle promptly closed the restaurant for a “thor- ough sanitization” and reopened it two days later. In December, there were reports of sick employees and customers at a Chipotle restaurant in Los Angeles. Chipotle alerted local health officials, held the employees out of work, and instituted heightened pre- ventative procedures. Local health officials promptly began an investigation, inspected the premises, and were pleased with the operations. The restaurant remained open. Both incidents spooked investors, triggered immediate declines in the stock price, and reignited concerns over whether Chipotle had fully resolved its food safety issues.

In announcing Chipotle’s 2017 financial results in February 2018, Steve Ells commented on the com- pany’s ongoing efforts to regain the confidence of customers and restore the appeal of dining at one of Chipotle’s 2,400 locations:

During 2017, we have made considerable changes around leadership, operations, and long-term planning and it is clear that, while there is still work to be done, we are starting to see some success. 2018 marks the 25th anni- versary of Chipotle, and I am encouraged by the dedica- tion all of our guests and employees have to this brand. Our focus this year will be to continue perfecting the din- ing experience, enhancing the guest experience through innovations in digital and catering, and reinvesting in our restaurants. We are making good progress on our search for a new CEO who can improve execution, drive sales and enable Chipotle to realize our enormous potential.2

Ells further indicated that management expected sales increases in 2018 at restaurant locations open at least 13 months would be in the low single digits.

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and constant improvement. He pushed especially hard for new ways to boost “throughput”—the number of customers whose orders could be taken, prepared, and served per hour.3 By 2012, Ell’s mantra of “slow food, fast” had resulted in throughputs of 300 cus- tomers per hour at Chipotle’s best restaurants.

From 2011 through 2015, Chipotle’s revenues grew at a robust compound average rate of 18.7 percent. Net income grew at a compound rate of 19.4 percent, due not only to sales increases but also improved operat- ing efficiency that boosted profit margins. Growing customer visits and higher expenditures per customer visit drove average annual sales for Chipotle restau- rants open at least 13 full calendar months from $1,085,000 in 2007 to $2,424,000 in 2015. The aver- age check per customer ran $8 to $10 in 2011-2015.

CHIPOTLe MeXICaN GRILL IN 2018 Going into 2018, Chipotle operated 2,363 Chipotle Mexican Grill restaurants in 47 states and the District of Columbia, plus 24 in Canada, 6 in England, 6 in France, and 1 in Germany. In addition to the 2,000 Chipotle locations, the company had experimented with transferring its Chipotle model for Mexican food to other cuisines over the past seven years and currently operated a small fast casual pizza chain called Pizzeria Locale that had seven res- taurants in four states, and one burger-fries-shakes restaurant called Tasty Made, giving it a total of 2,408 restaurants. In 2017, Chipotle decided to aban- don its efforts to use high-quality, fresh ingredients and classic cooking methods to create great tasting, reasonably-priced Asian dishes; all 15 ShopHouse Southeast Asian Kitchen restaurants opened from 2011 through 2016 were closed after determining that devoting further efforts to perfect the ShopHouse concept and invest capital to expand the number of ShopHouse locations was not justified in light of the current difficulties being encountered in reviv- ing sales and growth at its core Chipotle Mexican Grill business. The Tasty Made location was closed in March 2018, because two years of finetuning and tweaking of operations failed to produce satisfactory revenue-cost-profit economics. Chipotle manage- ment planned to open between 130 and 150 addi- tional restaurants in 2018, all of which were expected to be Chipotle restaurants.

dishes prepared to order and ready to be served 1 to 2 minutes after they were ordered.

• Enabling customers to select the ingredients they wanted in each dish by speaking directly to the employees assembling the dish on the serving line.

• Creating an operationally efficient restaurant with an aesthetically-pleasing interior.

• Building a special people culture comprised of friendly, high-performing people motivated to take good care of each customer and empowered to achieve high standards.

• Doing all of this with increasing awareness and respect for the environment and by using organically- grown fresh produce and meats raised in a humane manner without hormones and antibiotics.

In 1998, intrigued by what it saw happening at Chipotle, McDonald’s first acquired an initial own- ership stake in the fledgling company, then acquired a controlling interest in early 2000. But McDonald’s recognized the value of Ells’s visionary leadership and kept him in the role of Chipotle’s chief executive after it gained majority ownership. Drawing upon the investment capital provided by McDonald’s and its decades of expertise in supply chain logistics, expand- ing a restaurant chain, and operating restaurants efficiently, Chipotle—under Ells’s watchful and pas- sionate guidance—embarked on a long-term strategy to open new restaurants and expand its market cov- erage. By year-end 2005, Chipotle had 489 locations in 24 states. As 2005 drew to a close, in somewhat of a surprise move, McDonald’s top management determined that instead of continuing to parent Chipotle’s growth, it would take the company public and give Chipotle management a free rein in charting the company’s future growth and strategy. An initial public offering of shares was held in January 2006, and Steve Ells was designated as Chipotle’s CEO and Chairman of the Board. During 2006, through the January IPO, a secondary offering in May 2006, and a tax-free exchange offer in October 2006, McDonald’s disposed of its entire ownership interest in Chipotle Mexican Grill.

When Chipotle became an independent enter- prise, Steve Ells and the company’s other top execu- tives kept the company squarely on a path of rapid expansion and continued to employ the same basic strategy elements that were the foundation of the company’s success. Steve Ells functioned as the com- pany’s principal driving force for ongoing innovation

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although some items were prepared from fresh ingre- dients in area commissaries. Kitchen crews used clas- sic cooking methods—they marinated and grilled the chicken and steak, hand-cut produce and herbs, made fresh salsa and guacamole, and cooked rice in small batches throughout the day. While the food prepara- tion methods were labor-intensive, the limited menu created efficiencies that helped keep costs down.

Food preparation methods at Chipotle’s restau- rants were overhauled in late 2015 in response to the food contamination incidents. The goal was to develop an industry-leading food safety program uti- lizing the assistance and recommendations of highly respected experts. Components of the new program included:

• DNA-based testing of many ingredients to evalu- ate their quality and safety before they were shipped to Chipotle restaurants.

• Changes to food preparation and food handling practices, including washing and cutting some produce items (such as tomatoes and romaine let- tuce) in central kitchens.

• Blanching of some produce items (including avo- cados, onions, jalapenos, and citrus) in each res- taurant before cutting them.

• New protocols for marinating meats. • Utilizing the Food and Drug Administration’s

Hazard Analysis Critical Control Point (HACCP) management system to enhance internal controls relating to food safety.

• Instituting internal training programs to ensure that all employees thoroughly understand the company’s newly imposed standards for food safety and food handling.

• Offering paid sick leave to employees to reduce incentives for employees to work while sick.

• Implementing stricter standards for food prepara- tion, cleanliness, and food safety at all of the com- pany’s restaurants.

• Strengthening efforts to ensure that the company remained in full compliance with all applicable federal, state, and local food safety regulations

Quality Assurance and Food Safety Chipotle’s quality assurance department was charged with establish- ing and monitoring quality and food safety measures throughout the company’s supply chain. There were quality and food safety standards for farms that grew

Menu and Food Preparation The menu at Chipotle Mexican Grill restaurants was quite limited—burritos, burrito bowls, tacos, and salads; plus soft drinks, fruit drinks, and milk—the drink options also included a selection of beers and margaritas in all locations except those where serv- ing alcoholic beverages was prohibited. Menu vari- ety was achieved by enabling customers to customize their burritos, burrito bowls, tacos, and salads in dozens of different ways. Options included five dif- ferent meats or tofu, pinto beans or vegetarian black beans, brown or white rice tossed with lime juice and fresh-chopped cilantro, and choices of such extras as sautéed peppers and onions, salsas, guacamole, sour cream, queso, shredded cheese, lettuce, and tortilla chips seasoned with fresh lime and salt. In addition, it was restaurant policy to make special dishes for customers if the requested dish could be made from the ingredients on hand.

From the outset, Chipotle’s menu strategy had been to keep it simple, do a few things exceptionally well, and not include menu selections (like coffee and desserts) that complicated store operations and impaired efficiency. While it was management’s prac- tice to consider menu additions, the menu offerings had remained fundamentally the same since the addi- tion of burrito bowls in 2005, tofu Sofritas (shred- ded organic tofu braised with chipotle chilis, roasted poblanos, and a blend of aromatic spices) as a meat alternative in 2013 and 2014, the addition of chorizo sausage as a meat option in 2016, and the 2017 addi- tion of queso (made of aged cheddar cheese, toma- toes, tomatillos, and several varieties of peppers). So far, the company had rejected the option of opening earlier in the day and offering a breakfast menu.

The food preparation area of each restaurant was equipped with stoves and grills, pots and pans, and an assortment of cutting knives, wire whisks, and other kitchen utensils. There was a walk-in refrigera- tor stocked with ingredients, and supplies of herbs, spices, and dry goods such as rice. The work space more closely resembled the layout of the kitchen in a fine dining restaurant than the cooking area of typi- cal fast food restaurant that made extensive use of automated cooking equipment and microwaves. Until the food contamination and food safety incidents in Q4 2015, all of the menu selections and optional extras were prepared from scratch in each Chipotle location—hours went into preparing food on-site,

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raised without the use of non-therapeutic antibiotics or added hormones and met other Chipotle stan- dards were branded and promoted as “Responsibly Raised.” Chipotle completed a two-year initiative in 2015 to stop using ingredients grown with genetically modified seeds in all of its dishes—to the extent that was possible. In many instances, the naturally raised meats Chipotle used were still being raised on ani- mal feeds containing grains that were genetically modified; moreover, many of the branded beverages Chipotle served contained corn-based sweeteners often made with genetically modified corn.

Nonetheless, Chipotle still faced ongoing chal- lenges in 2018 in always using organic products, locally grown produce, and naturally raised meats in all menu items at all of its restaurant locations because of short supplies. While growing numbers of farmers were entering into the production of these items and supplies were on the upswing, household purchases of these same items at local farmers mar- kets and supermarkets were increasing swiftly, and mounting numbers of restaurants were incorporating organic and locally-grown produce and natural meats into their dishes. Moreover, the costs incurred by organic farmers and the growers of naturally raised meats were typically higher. Organically grown crops often took longer to grow and crop yields were usu- ally smaller. Growth rates and weight gain were typi- cally lower for chickens, cattle, and pigs that were fed only vegetarian diets containing no antibiotics and not given growth hormones. Hence, the prices of organically-grown produce and naturally-raised meats were not only higher but also subject to sharp upward swings where and when supplier could not keep up with rising demand. Consequently, when periodic supply–demand imbalances produced mar- ket conditions where certain items that Chipotle used in its dishes were either unavailable or prohibitively high-priced, some Chipotle restaurants temporarily reverted—in the interest of preserving the company’s reputation for providing great food at reasonable prices and protecting profit margins—to the use of conven- tional products until supply conditions and prices improved. When certain Chipotle restaurants were forced to serve conventionally raised meat, it was company practice to disclose this temporary change on signage in each affected restaurant so that custom- ers could avoid those meats if they choose to do so.

Despite the attendant price-cost challenges and supply chain complications, Chipotle executives

ingredients used by company restaurants, approved suppliers, the regional distribution centers that pur- chased and delivered products to the restaurants, and frontline employees in the kitchen and on the serving lines at restaurants. The food safety programs for suppliers and restaurants were designed to ensure compliance with applicable federal, state, and local food safety regulations. Chipotle’s training and risk management departments developed and imple- mented operating standards for food quality, prepara- tion, cleanliness, and safety in company restaurants.

Chipotle’s Commitment to “Food With Integrity” In 2003 and 2004, Chipotle began a move to increase its use of organically grown local produce, organic beans, organic dairy products, and meats from animals that were raised in accordance with animal welfare standards and were never given feeds containing non- therapeutic antibiotics and growth hormones to speed weight gain. This shift in ingredient usage was part of a long-term management campaign to use top-quality, nutritious ingredients and improve “the Chipotle expe- rience”—an effort that Chipotle designated as “Food With Integrity” and that top executives deemed criti- cal to the company’s vision of changing the way peo- ple think about and eat fast food. The thesis was that purchasing fresh ingredients and preparing them daily by hand in each restaurant were not enough.

To implement the Food With Integrity initiative, the company began working with experts in the areas of animal ethics to try to support more humane farm- ing environments, and it started visiting the farms and ranches from which it obtained meats and fresh pro- duce. It also began investigating using more produce supplied by farmers who respected the environment, avoided use of chemical fertilizers and pesticides, fol- lowed U.S. Department of Agriculture standards for growing organic products, and used agriculturally sus- tainable methods like conservation tillage methods that improved soil conditions and reduced erosion. Simultaneously, efforts were made to source a greater portion of products locally (within 350 miles of the restaurants where they were used) while in season. The transition to using organically grown local pro- duce and naturally raised meats occurred gradually because it took time for Chipotle to develop sufficient sources of supply to accommodate the requirements of its growing number of restaurant locations. Meats

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many areas through a number of third-party services with whom the company had partnered.

Catering In 2013, Chipotle introduced an expanded catering program to help spur sales at its restaurants. The menu offerings evolved slightly in succeeding years. As of 2018, the catering program involved setting up a portable version of its service line for groups of 20 to 200 people and a choice of three menu options:

• The Big Spread—A choice of three: chicken, steak, barbacoa, carnitas, or Sofritas; plus fajita veggies.

• Two Meat Spread—A choice of two: chicken, steak, barbacoa, carnitas, or Sofritas.

• Veggie Spread—A choice of two: Sofritas, extra guacamole, or fajita veggies.

All three spreads included white and brown cilantro-lime rice, black beans and pinto beans, four salsas, sour cream, guacamole, cheese, lettuce, chips, crispy taco shells, and flour soft tortillas, plus chaf- ing stands and dishes and serving tools.

For customers wanting to accommodate a smaller group of six or more people, Chipotle offered a Burritos by the Box option with a choice of meat, Sofritas, or grilled veggies (or an assortment of these) plus white or brown rice, black beans, mild-spice salsa, and cheese; for each two burritos in the box, a bag of chips and small containers of tomatillo-green chili salsa, guacamole, and sour cream were included.

sUPPLY CHaIN MaNaGeMeNT PRaCTICes Chipotle executives were acutely aware that maintaining high levels of food quality in the company’s restaurants depended in part on acquiring high-quality, fresh ingre- dients and other necessary supplies that met company specifications. Over the years, the company had devel- oped long-term relationships with a number of reputa- ble food industry suppliers that could meet Chipotle’s quality standards and understood the importance of helping Chipotle live up to its Food With Integrity mis- sion. Chipotle worked with these suppliers on an ongo- ing basis to establish and implement a set of forward, fixed and formula pricing protocols for determining the prices that suppliers charged Chipotle for various items. Reliable suppliers that could meet Chipotle’s quality specifications and were willing to comply with

were firmly committed to continuing the Food With Integrity initiative going forward. They felt it was very important for Chipotle to be a leader in responding to and acting on mounting consumer concerns about food nutrition, where their food came from, how fruits and vegetables were grown, and how animals used for meat were raised. And they definitely wanted customers to view Chipotle Mexican Grill as a place that used high-quality, “better for you” ingredients in its dishes. Given the record of growth in customer traffic at Chipotle restaurants, notwithstanding the recent food poisoning incidents, Chipotle executives believed the company could cope with the likeli- hood organic and natural meat ingredients would remain more expensive than conventionally raised, commodity-priced equivalents. Over the longer term, they anticipated the price volatility and short- ages of organically-grown ingredients and natural meats would gradually dissipate as growing demand for such products attracted more small farmers and larger agricultural enterprises to boost supplies.

Serving Orders Quickly One of Chipotle’s biggest innovations had been cre- ating the ability to have a customer’s order ready quickly. As customers moved along the serving line, they selected which ingredients they wanted in their burritos, burrito bowls, tacos, and salads by speaking directly to the employees who were assembling the order behind the counter. Much experimentation and fine-tuning had gone into creating a restaurant layout and serving line design that made the food-ordering and dish-creation process intuitive and time-efficient, thereby enabling a high rate of customer throughput. The throughput target was at least 200 and up to 300 customers per hour, in order to keep the numbers of customers waiting in line at peak hours to a tol- erable minimum. Management was focused on fur- ther improving the speed at which customers moved through the service line in all restaurants, so that orders placed by fax, online, or via smartphone order- ing apps could be accommodated without slowing service to in-store customers and compromising the interactions between customers and crew members on the service line. The attention to serving orders quickly was motivated by management’s belief that while customers returned because of the great-tasting food they also liked their orders served fast without having a “fast-food” experience (even when they were not in a hurry). Delivery service was also offered in

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general manager), an apprentice manager (in about 75 percent of the restaurants), one to three hourly service managers, one or two hourly kitchen man- agers, and an average of 22 full- and part-time crew members. Busier restaurants had more crew mem- bers. Chipotle generally had two shifts at its restau- rants, which simplified scheduling and facilitated assigning hourly employees with a regular number of work hours each week. Most employees were cross-trained to work at a variety of stations, both to provide people with a variety of skills and to boost labor efficiency during busy periods. Personnel were empowered to make decisions within their assigned areas of responsibility.

One of Chipotle’s top priorities was to build and nurture a people-oriented, performance-based culture in each Chipotle restaurant; executive management believed that such a culture led to the best possible experience for both customers and employees. The foundation of that culture started with hiring good people to manage and staff the company’s restau- rants. One of the prime functions of a restaurant’s general manger was to hire and retain crew members who had a strong work ethic, took pride in preparing food items correctly, enjoyed interacting with other people, exhibited enthusiasm in serving customers, and were team players in striving to operate the restau- rant in accordance with the high standards expected by top management. A sizable number of Chipotle’s crew members had been attracted to apply for a job at Chipotle because of either encouragement from an acquaintance who worked at Chipotle or their own favorable impressions of the work atmosphere while going through the serving line and dining at a Chipotle Mexican Grill. New crew members received hands-on, shoulder-to-shoulder training. In 2018, pay scales for full-time crew members ranged from $10 per hour to $14 per depending on their assigned role; regular compensation and bonuses were in the range of $20,000 to $29,000, plus free meals during each shift and benefits for clothes, paid vacation, paid sick leave, tuition assistance up to $5,250 per year, company-matched 401(k) contributions, and medical, dental, and vision insurance.4 In 2018, total compen- sation (including benefits) averaged $31,000 for crew members, $36,000 for kitchen managers, $39,000 for service managers, $56,000 for apprentice managers, and $77,000 for general managers.5

Top-performing store personnel typically moved up the ranks quickly because of the company’s

Chipotle’s set of forward, fixed, and formula-pricing protocols and guidelines for certain products were put on Chipotle’s list of approved suppliers. Chipotle constantly worked to increase the number of approved suppliers for ingredients to help mitigate supply short- ages and the associated volatility of ingredient prices. In addition, Chipotle personnel diligently monitored industry news, trade issues, weather, exchange rates, foreign demand, crises, and other world events so as to better anticipate potential impacts on ingredient prices.

Chipotle did not purchase directly from approved suppliers, but instead utilized the services of 24 independently owned and operated regional distribution centers to purchase and deliver ingre- dients and other supplies to Chipotle restaurants. These distribution centers were required to make all purchases from Chipotle’s list of approved suppliers in accordance with the agreed-upon pricing guide- lines and protocols.

ResTaURaNT MaNaGeMeNT aND OPeRaTIONs Chipotle’s strategy for operating its restaurants was based on the principle that “the front line is key.” The restaurant and kitchen designs intentionally placed most store personnel up front where they could speak to customers in a personal and hospita- ble manner, whether preparing food items or custom- izing the dish ordered by a customer moving along the service line. The open kitchen design allowed customers to see employees preparing and cooking ingredients, reinforcing that Chipotle’s food was freshly-made each day. Store personnel, especially those who prepared dishes on the serving line were expected to deliver a customer-pleasing experience “one burrito at a time,” give each customer individual attention, and make every effort to respond positively to customer requests and suggestions. Special effort was made to hire and retain people who were person- able and could help deliver a positive customer expe- rience. Management believed that creating a positive and interactive experience helped build loyalty and enthusiasm for the Chipotle brand not only among customers but among the restaurant’s entire staff.

Restaurant Staffing and Management Each Chipotle Mexican Grill typically had a gen- eral manager or Restaurateur (a high-performing

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supervision of the company’s 500 existing and former Restaurateurs. The principal task of field support personnel was to foster a culture of employee empow- erment, high standards, and constant improvement in each of Chipotle’s restaurants. One of Chipotle’s field support staff members had been hired as a crew member in 2003, promoted to General Manager in 12 months, and—8 years after starting with Chipotle— was appointed as a Team Director (with responsibili- ties for 57 restaurants and 1400 + employees).7

In December 2016, Chipotle overhauled its Restaurateur program, after determining that the 27 measures being used to evaluate Restaurateurs for promotion were far too numerous and distracted them from strongly focusing on customer service and restaurant operations. Steve Ells concluded a major revision was needed because a recently completed sur- vey of nearly 2,100 restaurant locations had awarded a C grade for service to half of the restaurants due to messy soda stations, dirty tables, long or slow-moving serving lines, shortages of various ingredients, and other operational deficiencies. At a January 2017 conference in Orlando, Florida, Steve Ells told the audience that promotions within the Restaurateur program were now based on five performance mea- sures, three of which were customer related. He went on to say, “In the coming months, you will see the return to the kind of restaurant operations Chipotle was known for from the very beginning.”

The Appointment of a Chief Restaurant Officer In May 2017, Chipotle announced the hiring of Scott Boatwright as chief restaurant officer, with responsi- bility for overseeing operations at all of the company’s restaurants. Boatwright came to Chipotle from Arby’s Restaurant Group, where he served as senior vice president of operations and was responsible for the success and performance of nearly 2,000 franchised and company-owned restaurants across 22 states. His specific focus at Arby’s was operational standards, building and developing teams, delivering an excellent guest experience, and strategic planning to support the company’s overall annual operating plan.

In his new position at Chipotle, Boatwright was charged with working closely with the company’s two restaurant support officers to oversee restaurant operations, including enhancing the guest experi- ence, developing and leading field leadership teams, developing strong teams inside the restaurants, and enhancing operational efficiency.

unusually heavy reliance on promotion from within— about 84 percent of salaried managers and about 97 percent of hourly managers had been promoted from positions as crew members. In several instances, a newly hired crew member had risen rapidly through the ranks and become the general manager of a res- taurant in 9 to 12 months; many more high-performing crew members had been promoted to general man- agers within 2 to 4 years. Historically, the long-term career opportunities for Chipotle employees had been quite attractive because of the speed with which Chipotle was opening new stores in both new and existing markets.

The Position and Role of Restaurateur The general managers who ran high-performing restaurants and succeeded in developing a strong, empowered team of hourly managers and crew members were promoted to Restaurateur, a position that entailed greater leadership and culture-building responsibility. In addition to con- tinuing to run their assigned restaurant, Restaurateurs were typically given responsibility for mentoring one or more nearby restaurants and using their leadership skills to help develop the managers and build high- performing teams at the restaurants they mentored. At year-end 2013, Chipotle had over 400 Restaurateurs overseeing nearly 40 percent of the company’s Chipotle restaurants, including their home restaurant and oth- ers that they mentored. In 2018, the average compen- sation (including benefits) of Chipotle Restaurateurs in charge of a single restaurant was $120,000; average compensation (including benefits) of Restaurateurs in charge of 2 to 4 locations was $127,000.6 Restaurateurs could earn bonuses up to $23,000 for their people development and team-building successes and for cre- ating a culture of high standards, constant improve- ment, and empowerment in each of their restaurants. Restaurateurs whose mentoring efforts resulted in high-performing teams at four restaurants and the pro- motion of at least one of the four restaurant managers to Restaurateur could be promoted to the position of Apprentice Team Leader and become a full-time mem- ber of the company’s field support staff.

Chipotle’s field support system included appren- tice team leaders, team leaders or area managers, team directors, executive team directors or regional directors, and restaurant support officers—over 100 of the people in these positions in 2014 and 2015 were former Restaurateurs. In 2014, over two-thirds of Chipotle’s restaurants were under the leadership and

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Many of the 2016 actions to boost customer traffic at Chipotle restaurants were continued in 2017, but a number of new efforts were added:

• An online game was introduced where players during a two-week period prior to the Super Bowl were given three rounds to smash avocados and combine ingredients to make their own version of Chipotle’s guacamole. Players were rewarded with a mobile offer good for a free order of chips and guacamole, with purchase of an entrée, at any Chipotle in the United States.

• In February, Chipotle announced an expansion of the Chipotle Reading Rewards program, which rewarded young readers with free Chipotle kid’s meals for reaching their reading goals in reading programs established by teachers and librarians.

• Also in February, Chipotle completed the roll- out of its “Smarter Pickup Times” technology to all its restaurants that offered digital ordering. The Smarter Pickup technology allowed custom- ers who ordered digitally to benefit from shorter and more accurate pickup times and the ability to reserve a future pickup time. The technology also improved the company’s ability to process more digital orders without disrupting service or throughput in its restaurants. In testing the Smarter Pickup Times system in restaurants around the country, the company was able to reduce the wait times for digital order pickup by as much as 50 percent; moreover, customer use of mobile ordering rose to record levels.

• In March, Chipotle, in partnership with Discovery Education and others, unveiled “RAD Lands,” an unbranded, educational video series available exclusively on iTunes that was intended to give teachers and parents a means of educating chil- dren about food, where it comes from, and the benefits of eating fresh food, the importance of caring for the environment, and how to create healthy, tasty snacks.

• A second online game called “The Real Imposter” introduced in April challenged players to search through Chipotle’s 51 real ingredients hunting for commonly used industrial additives—including added flavors, colors, preservatives, gluten and gums— masquerading as real ingredients. Successful play- ers were rewarded with a mobile offer good for a free order of chips and guacamole, with purchase of an entrée, at any Chipotle in the United States,

MaRKeTING Prior to the scares over food safety in 2015, Chipotle’s marketing efforts were focused on introducing the Chipotle brand to new customers and emphasiz- ing what the Chipotle experience was all about and what differentiated Chipotle from other fast-food competitors. When Chipotle opened restaurants in new markets, it used a range of promotional activi- ties to introduce Chipotle to the local community and to create interest in the restaurant. In markets where there were existing Chipotle restaurants, newly opened restaurants usually attracted customers in volumes at or near market averages without having to initiate special promotions or advertising to support a new opening. But the company had field marketing teams tasked with connecting its restaurants to local communities on an ongoing basis through fundrais- ers, sponsorships, and participation in local events.

Chipotle’s advertising mix typically included print, outdoor, transit, theaters, radio, and online ads. The company ran its first-ever national TV com- mercial during the broadcast of the 2012 Grammy Awards and ran a second campaign in 2013 featuring its new catering program. Over the past several years, the company had increased its use of digital, mobile, and social media in its overall marketing mix to bet- ter inform the public about Chipotle’s differentiating features, most especially its commitment to Food With Integrity and what that commitment entailed— why it used top-quality, freshly prepared ingredients in its dishes; the benefits of organically grown fruits and vegetables; why people ought to consider eating meats that come from animals raised humanely and without the use of antibiotics; Chipotle’s avoidance of ingredients grown with genetically modified seeds; and its efforts to ensure its dishes were nutritious and tasty. From 2013 through 2015, Chipotle crafted mar- keting programs to make people more curious about food-related issues and why Chipotle was working to drive positive changes in the nation’s food supply and eating habits—management believed that the more people learned the more likely they would patronize Chipotle Mexican Grill locations.

In 2016, in the wake of the food safety-related incidents that occurred in the fourth quarter of 2015, Chipotle emphasized marketing campaigns to drive traffic into its restaurants and to communicate the changes Chipotle had recently made to establish the company as an industry leader in food safety.

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To enable and facilitate public knowledge about the ingredients used to prepare the dishes on its menu, Chipotle posted a new section on its website devoted to the 51 ingredients it used.

All of the marketing, promotional, and advertis- ing activities Chipotle undertook in 2016 and 2017 to revive customer traffic at its restaurants resulted in increases of more than 50 percent in Chipotle’s marketing and advertising costs. The company’s expenditures for marketing and advertising totaled $106.3 million in 2017 and $103.0 million in 2016, versus $69.3 million in 2015, $57.3 million in 2014, and $31.9 million in 2011 (these costs are included in “Other operating costs” in Exhibit 1).

The marketing and promotional blitz was continu- ing in early 2018. In January, Chipotle announced con- tinuation of its Reading Rewards program that included free kid’s meal cards for younger readers and buy-one- get-one free entrée cards for teen readers. In February, Chipotle partnered with Postmates, a company that delivered anything from anywhere in 40 major metro- politan areas, to offer people free delivery by Postmates when they placed their orders online at Chipotle.com or on the Postmates app anytime during regular Chipotle hours Friday through Sunday of Super Bowl weekend.

ResTaURaNT sITe seLeCTION Chipotle had an internal team of real estate mangers that devoted substantial time and effort to evaluat- ing potential locations for new restaurants; from time to time, the internal team sought the assistance of external brokers with expertise in specific local mar- kets. The site selection process entailed studying the surrounding trade area, demographic and business information within that area, and available informa- tion on competitors. In addition, advice and recom- mendations were solicited from external real estate brokers with expertise in specific markets. Locations proposed by the internal real estate team were visited by a team of operations and development manage- ment as part of a formal site ride; the team toured the surrounding trade area, reviewed demographic and business information on the areas, and evaluated the food establishment operations of competitors. Based on this analysis, along with the results of pre- dictive modeling based on proprietary formulas, the company came up with projected sales and targeted returns on investment for a new location. Chipotle Mexican Grills had proved successful in a number

and a chance to enter the sweepstakes to win other food prizes.

• In celebration of the important contributions made by teachers, in May Chipotle again offered a special, one-day, buy-one-get-one-free to all teach- ers, faculty, and staff at schools and universities across the United States with a valid school ID.

• In June, to celebrate their hard work and contribu- tions, as in 2016, nurses with a valid ID were offered a one-day, buy-one-get-one-free at any Chipotle Mexican Grill restaurant nationwide or in Canada.

• In September, queso (made of aged cheddar cheese, tomatillos, tomatoes and several varieties of peppers and containing no industrial additives, natural flavors, colors, or preservatives) was intro- duced as a new menu item at all Chipotle restau- rants. Following numerous customer complaints about the grainy texture of the queso, Chipotle quickly modified the recipe to broaden its appeal.

• On Halloween, from 3 p.m. to closing at all Chipotle locations, Chipotle continued its recent tradition of offering customers dressed in costume the opportu- nity to buy $3 burritos, bowls, salads, or tacos.

• Active military and veterans were offered offer- ing a special buy-one-get-one-free promotion from 3:00 p.m. to close on November 7, a week before Veterans Day.

• Also in November, Chipotle announced a new mobile app available for download on Apple and Android devices with such features such as quick reorder of favorite meals, streamlined payment options, and the ability to receive, store, and redeem Chipotle offers. The app was expected to drive sub- stantial growth in customer use of digital ordering.

In April 2017, Chipotle began an “As Real as It Gets” national TV advertising campaign, sup- plemented with radio, outdoor, digital video and banners, and social advertising, to highlight the company’s ongoing commitment to using only real ingredients in the food it served. The launch of the campaign followed on the heels of the company’s announcement that by eliminating the use of pre- servatives and dough conditioners in the tortillas used for its tacos, burritos, and chips, Chipotle had become the only national restaurant brand that did not use artificial colors, flavors, or preservatives in any of the 51 ingredients used to prepare its food (although lemon and lime juice used to flavor some ingredients did have some preservative value as well).

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Case 12 Chipotle Mexican Grill’s Strategy in 2018 C-133

March 5. At the time, Nicol was CEO of Taco Bell; he had been at Taco Bell since 2011, served as president in 2013 and 2014, and became Taco Bell’s CEO in January 2015. Under his leadership, he had fostered an environment of creative and consistent menu inno- vation, and he was a strong advocate of advertising with a strong message that captured consumer atten- tion. Nicol was credited with being the driving force behind boosting average sales at Taco Bell restau- rants, percent in the past six years, restarting the open- ing of more Taco Bell locations, and growing Taco Bell’s systemwide revenues from about $8.1 billion in 2013 to $10.15 billion in 2017. He also trans- formed Taco Bell into a leader in using social media and mobile ordering/payment. While at Taco Bell, Nicol had gained experience in converting company- owned locations into franchised operations.

In announcing the Chipotle’s performance for the first quarter of 2018, Nicol said:

Chipotle is a purpose driven brand with loyal custom- ers, passionate employees, industry-leading economic potential, along with incredible brand equity, and crave- able food with integrity, all built over the last 25 years. While the company made notable progress during the quarter, I firmly believe we can accelerate that progress in the future. We are in the process of forming a path to greater performance in sales, transactions, margins, and new restaurants. This path to performance will be grounded in a strategy of executing the fundamentals while introducing consumer-meaningful innovation across the business. It will also require a structure and organization built for creativity, action, and account- ability. Finally, Chipotle will have a culture that is centered on running great restaurants, putting the cus- tomer first, innovating for today and tomorrow, sup- porting each other, and delivering on commitments.8

On May 23, 2018, a little over 10 weeks after taking over as CEO, Nicol announced that Chipotle would close both its Denver headquarters and a New York office and relocate all functions to either an existing Chipotle office in Columbus, Ohio, or to a new corporate headquarters to be located in Newport Beach, California. The move would affect some 400 employees. In making the announcement, Nicol said:

We have a tremendous opportunity at Chipotle to shape the future of our organization and drive growth through our new strategy. In order to align the structure around our strategic priorities, we are transforming our culture and building world-class teams to revitalize the brand and enable our long-term success. We’ll always be proud of our Denver roots where we opened our first

of different types of locations, including in-line or end-cap locations in strip or power centers, regional malls, downtown business districts, freestanding buildings, food courts, outlet centers, airports, mili- tary bases, and train stations.

DeVeLOPMeNT aND CONsTRUCTION COsTs FOR NeW ResTaURaNTs The company’s average development and construction costs per restaurant decreased from about $850,000 in 2009 to around $800,000 in 2011, 2012, and 2013 (see Exhibit 1), chiefly because of cost savings real- ized from shifting to a simpler, lower-cost restaurant design. However, the costs of new openings jumped to an average of $843,000 in 2014, due to opening more freestanding restaurants (which were more expensive than end-caps and in-line sites in strip centers) and opening proportionately more sites in the northeast- ern United Sates where construction costs (and also sales volumes) were typically higher. Construction and development costs for new store openings in 2015 dropped to $805,000, rose to $880,000 in 2016, and dropped to $835,000 in 2017.

Total capital expenditures were expected to be about $300 million in 2018. About $120 million was expected to be used for opening 130 to 150 new stores; construction and development costs for these stores was expected to be above 2017 levels because of upgrades to accommodate the expected growth in mobile orders for pickup. The company expected that a big majority of its capital spending for 2018 would consist of invest- ments in remodeling and improving existing restau- rants, upgrading the lines for preparing pickup orders, and new restaurant equipment. Capital expenditures in prior years are shown in Exhibit 1. Senior executives believed the company’s annual cash flows from opera- tions, together with current cash on hand, would be adequate to meet ongoing capital expenditures, working capital requirements, possible repurchases of common stock, and other cash needs for the foreseeable future.

CHIPOTLe HIRes a NeW CeO In mid-February 2018, Chipotle announced the appointment of Brian Nicol as chief executive offi- cer and member of the Board of Directors, effective

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C-134 PaRT 2 Cases in Crafting and Executing Strategy

restaurant brands had estimated sales of $47 billion in 2016, with forecasted growth to $74 billion in 2021.12 Chipotle Mexican Grill was considered to be in the fast-casual category because of the fresh, high quality ingredients in its dishes and because customers could customize their orders. Other chains considered to be in the fast-casual category included Panera Bread, Jimmy John’s, Panda Express, Noodles & Company, Firehouse Subs, Shake Shack, Newk’s, Jersey Mike’s, Cane’s, and Five Guys Burgers and Fries.

Like most enterprises in the away-from-home din- ing business, Chipotle had to compete for customers with national and regional quick-service, fast-casual, and casual dining restaurant chains, as well as locally owned restaurants and food-service establishments. However, its closest competitors were the myriad of dining establishments that specialized in Mexican cuisine—Mexican food establishments accounted for an estimated 19 percent share of the fast-casual sales in 2016.13 The leading fast-food chain in the Mexican- style food category was Taco Bell. Chipotle’s two biggest competitors in the fast-casual segment were Moe’s Southwest Grill and Qdoba Mexican Eats. Other smaller chains, such as Baja Fresh (165 res- taurants in 26 states) and California Tortilla (51 loca- tions in 9 eastern states and District of Columbia), were also relevant competitors in those geographic locations where Chipotle also had restaurants. The following are brief profiles of Taco Bell, Moe’s Southwest Grill, and Qdoba Mexican Eats.

Taco Bell As of 2005, Taco Bell locations were struggling to attract customers. From 2005 through 2011, the total number of Taco Bell restaurants, both domestically and internationally, declined as more underperform- ing locations were closed than new Taco Bell units were opened. In late 2011, Taco Bell’s parent com- pany, Yum! Brands (which also owned Pizza Hut and Kentucky Fried Chicken), began a multi-year campaign to reduce company ownership of Taco Bell locations from 23 percent of total locations to about 16 percent; a total of 1,276 company-owned Taco Bell locations were sold to franchisees in 2010- 2012. In 20122013 expansion of Taco Bell locations resumed, with the vast majority of the new additions being franchised.

To counter stagnant sales and begin a strategy to rejuvenate Taco Bell, during 2010 and 2011 Taco Bell restaurants began rolling out a new taco with a Doritos-based shell called Doritos Locos Taco,

restaurant 25 years ago. The consolidation of offices and the move to California will help us drive sustain- able growth while continuing to position us well in the competition for top talent.9

COMPeTITION aND INDUsTRY TReNDs Restaurant industry sales in the United States in 2017 were approximately $800 billion at close to 1.1 million food establishments.10 According to recent survey data, 60 percent of consumers said that the availability of environmentally friendly food would make them choose one restaurant over another; 56 percent said their primary reason for preferring locally sourced food was that it sup- ported farms and producers in their communities; 42 percent of consumers said the ability to order online would make them choose one restaurant over another; and 63 percent of millennials said they were more likely to eat a wider variety of ethnic cuisines than they did two years ago.11

The restaurant industry was highly segmented by type of food served, number and variety of menu selections, price (ranging from moderate to very expensive), dining ambience (quick-service to fast- casual to casual dining to fine dining), level of service (mobile ordering to drive-through to place and pick up order at counter to full table service), and type of enterprise (locally owned, regional chain, or national chain). The number, size, and strength of competitors varied by region, local market area, and a particu- lar restaurant’s location within a given community. Competition among the various types of restaurants and food service establishments was based on such factors as type of food served, menu selection (includ- ing the availability of low-calorie and nutritional items), food quality and taste, speed and/or quality of service, price and value, dining ambience, name rec- ognition and reputation, and convenience of location.

One category of restaurants was a hybrid called “fast-casual.” Fast casual restaurants—which included Chipotle Mexican Grill and its two closest competi- tors, Moe’s Southwest Grill and Qdoba Mexican Eats—had average check sizes of $9 to $14 and were perceived to have better quality menu offerings, pro- vide a slightly more upscale dining experience, and in some cases have enhanced service (like delivering orders to tables or even having full table service) as compared to “quick-service” or “fast-food” restau- rants like McDonald’s and Taco Bell. Fast-casual

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Case 12 Chipotle Mexican Grill’s Strategy in 2018 C-135

had average sales per location of $2.1 million in 2017; average sales at Taco-Bell’s 885 company loca- tions in 2016 were $1.74 million (during 2017, Taco Bell refranchised or closed 232 formerly company- owned locations). Sales revenues at Taco Bell restau- rants systemwide grew 5 percent in 2017, 6 percent in 2016, 8 percent in 2015, 4 percent in 2014 and 2013, and 7 percent in 2012. Taco Bell’s mobile app, introduced in 2015, had contributed significantly to higher sales revenues at Taco Bell restaurants.

Moe’s Southwest Grill Moe’s Southwest Grill was founded in Atlanta, Georgia, in 2000 and acquired in 2007 by Atlanta- based FOCUS Brands, an affiliate of Roark Capital, a private equity firm. FOCUS Brands was a global franchisor and operator of over 4,500 ice cream shops, bakeries, restaurants and cafes under the brand names Carvel®, Cinnabon®, Schlotzsky’s®, Moe’s Southwest Grill®, Auntie Anne’s, and McAlister’s Deli®. In early 2018, there were more than 700 fast-casual Moe’s Southwest Grill locations in 40 states and the District of Columbia. All Moe’s locations were franchised. Average annual sales at Moe’s locations were an estimated $1.2 million.

The menu at Moe’s featured burritos, quesadil- las, tacos, nachos, burrito bowls (with meat selec- tions of chicken, pork, or tofu), and salads with a choice of two homemade dressings. Main dishes could be customized with a choice of 20 items that included a choice of protein (sirloin steak, chicken breast, pulled pork, ground beef, or organic tofu); grilled peppers, onions, and mushrooms; black olives; cucumbers; fresh chopped or pickled jalapenos; pico de gallo (handmade fresh daily); lettuce; three variet- ies of queso; and five salsas. There was a kids’ menu and vegetarian, gluten-free, and low-calorie options, as well as a selection of five salsas, four varieties of queso, guacamole, chips, cookies, brownies, cinna- mon chips, soft drinks, iced tea, and bottled water. Moe’s used high quality ingredients, including all natural, cage-free, white breast meat chicken; steroid- free, grain-fed pulled pork; 100 percent grass-fed sirloin steak; and organic tofu. No dishes included trans fats or msg (monosodium glutamate—a flavor enhancer), and no use was made of microwaves. Moe’s provided catering services; the catering menu included a fajitas bar, a taco bar, a salad bar, a nacho bar, three sizes of burritos, a burrito box meal, guaca- mole, chips, salsas, quesos, dessert items, and drinks.

which management termed a “breakthrough prod- uct designed to reinvent the taco.” The launch was supported with an aggressive advertising campaign to inform the public about the new Doritos Locos Taco. The effort was considered a solid success, driv- ing record sales of 375 million tacos in one year. Brian Nicol, Taco Bell’s Chief Officer of Marketing and Innovation at the time, was a strong advocate for menu innovation supported with creative advertis- ing. In March 2012, Taco Bell began introducing a new Cantina Bell menu, a group of upgraded prod- ucts conceptualized by celebrity Miami chef Lorena Garcia that included such ingredients and garnishes as black beans, cilantro rice, and corn salsa.14 In addi- tion to the upscaled Cantina Bell selections, Taco Bell also introduced several new breakfast selections.

The upscaled menu at Taco Bell was a competi- tive response to growing consumer preferences for the higher-caliber, made-to-order dishes they could get at fast-casual Mexican-food chains like Chipotle, Moe’s, and Qdoba. From 2013 through 2017, Taco Bell’s upscaled menu continued to evolve and grow in num- ber and variety of offerings. Taco Bell’s 2018 menu contained 15 versions of tacos with a choice of 3 shells, 14 versions of burritos, 19 specialty items (including quesadillas, gorditas, chalupas, nachos, taco salads, a veggie power bowl, Mexican pizza, and rollups), 23 combos, 3 types of party packs, and a selection of over 20 beverages, freezes, and sweets. The various ver- sions of tacos, burritos, specialty items, and combos on Taco Bell’s menu could be customized by selecting any of 25 upgrades that included chicken, shredded chicken, beef, sauces, guacamole, pico de gallo, sour cream, cheese, and accompaniments (seasoned rice, pinto and black beans, potatoes, tomatoes, onions, jalapenos, lettuce, and red strips). Prices (without custom upgrades) ranged from $1.69 to $6.69; party packs of 12 tacos ranged from $12.99 to $16.99. In early 2016, Taco Bell launched a $1 morning value breakfast menu featuring 10 items. In 2018, Taco Bell had a 17-item breakfast menu that ranged in price from $1 to $4.59, not including beverage options.

At year-end 2017, Taco Bell had 6,849 company- owned, franchised, and licensed restaurant locations mostly in the United States, up from 6,210 at year- end 2014. Just over 90 percent of Taco Bell’s loca- tions were franchised or licensed at year-end 2017. Systemwide sales at Taco Bell were $10.15 billion in 2017, equal to average sales per location systemwide of almost $1.5 million, up from about $1.35 million in 2014. Taco Bell’s 653 company-operated locations

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C-136 PaRT 2 Cases in Crafting and Executing Strategy

Menu Offerings and Food Preparation Qdoba billed itself as an “artisanal Mexican kitchen” where dishes were handcrafted with fresh ingredients and innova- tive flavors by skilled cooks. The menu included bur- ritos, tacos, taco salads, three-cheese nachos, grilled quesadillas, loaded tortilla soup, chips and dips, kids meals, and, at most locations, a variety of breakfast burritos and breakfast quesadillas. Burritos and tacos could be customized with choices of meats or just veg- etarian ingredients and by adding three-cheese queso, guacamole, and a variety of sauces and salsas. Salads were served in a crunchy flour tortilla bowl with a choice of two meats, or vegetarian, and included black bean corn salsa and fat free picante ranch dressing.

Orders were prepared in full view, with custom- ers telling line servers how they wished to customize their dishes. Restaurants offered a variety of catering options that could be tailored to feed groups of five to several hundred. While some Qdoba locations served breakfast, most locations operated from 10:30 a.m. to 10:00 p.m. Seating capacity ranged from 60 to 80 per- sons, and many restaurants had outdoor patio seating.

Site Selection and New Restaurant Development Site selections for all new company-operated Qdoba restau- rants were made after an economic analysis and a review of demographic data and other information relating to population density, traffic, competition, restaurant vis- ibility and access, available parking, surrounding busi- nesses, and opportunities for market penetration. Most Qdoba restaurants were located in leased spaces in con- ventional large-scale retail projects and food courts in malls, smaller neighborhood retail strip centers, on or near college campuses, and in airports. There were mul- tiple restaurant designs with varying seating capacities to enable flexibility in selecting locations for new res- taurants. Development costs for new Qdoba restaurants generally ranged from $800,000 million to $1.1million, depending on the geographic region and specific loca- tion. In 2017, management began using new designs for remodels systemwide.

Restaurant Management and Operations At Qdoba’s company-owned restaurants, emphasis was placed on attracting, selecting, engaging, and retaining people who were committed to creating long-lasting, positive impacts on operating results. The company’s core development tool was a “Career Map” that provided employees with detailed education requirements, skill sets, and performance expectations by position, from entry level to area manager. High-performing

Moe’s had introduced a “Rockin’ Rewards” mobile app that not permitted mobile ordering at all locations, but also rewarded users with points on each order. For each 1,000 points earned, the user received a $10 Moe’s credit. As users moved to higher points-earned plateaus, they unlocked special offers in addition to the $10 Moe’s credit. At the 6,000-point plateau level, users were automatically entered into a Rockin’ prize sweepstakes and gained more such entries for each additional 1,000 points earned.

The company and its franchisees emphasized friendly hospitable service. When customers entered a Moe’s location, it was standard practice for employ- ees to do a “Welcome to Moe’s!” shout-out.

Qdoba Mexican Eats The first Qdoba Mexican Grill opened in Denver in 1995. Rapid growth ensued and in 2003 the com- pany was acquired by Jack in the Box, Inc., a large operator and franchisor of 2,250 Jack in the Box quick service restaurants best known for its hamburg- ers. Jack in the Box had fiscal year 2017 revenues of $1.55 billion (the company’s fiscal year was October 1 through September 30).15 In 2016, management changed the name of Qdoba Mexican Grill to Qdoba Mexican Eats to better reflect the flavors and variety of its menu offerings.

In October 2017, there were 726 Qdoba res- taurants in 47 states, the District of Columbia, and Canada, of which 385 were company-operated and 341 were franchise-operated. Management believed Qdoba had significant long-term growth potential— perhaps as many as 2,000 locations. A total of 23 new company-owned and 19 franchised Qdoba res- taurants were opened in fiscal 2017; 15 underper- forming units were closed. Plans for opening new Qdoba locations in fiscal year 2018 were on hold, pending a decision by the parent company’s Board of Directors regarding various strategic alternatives for Qdoba going forward.

In 2017, sales revenues at all company-operated and franchise-operated Qdoba restaurant locations averaged $1,156,000, versus $1,179,000 in fiscal 2016, $1,169,000 in fiscal 2015, and $1,070,000 in fiscal 2014. Sales at all Qdoba restaurants open more than 12 months dropped 1.5 percent in fiscal 2017, versus increases of 1.4 percent in fiscal 2016, 9.3 per- cent in fiscal 2015, and 6.0 percent in fiscal 2014. The average check at company-operated restaurants in fiscal 2017 was $11.69.

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Case 12 Chipotle Mexican Grill’s Strategy in 2018 C-137

safety in Qdoba restaurants was managed through a comprehensive food safety management program based on Food and Drug Administration food code requirements. The program included employee train- ing, ingredient testing, and documented restaurant practices and attention to product safety at each stage of the food preparation cycle. In addition, the program used American National Standards Institute certified food safety training programs to train com- pany and franchise restaurant management employ- ees on food safety practices.

Purchasing and Distribution Beginning in March 2017, all Qdoba company-operated and franchise-operated restaurants entered into a five-year distribution ser- vices agreement with a consortium of four Qdoba regional distributors comprising 18 distribution cen- ters in the United States and two distribution centers in Canada.

Advertising and Promotion The goals of Qdoba’s advertising and marketing activities were to build brand awareness and increase customer traffic. All company-owned and franchised restaurants contrib- uted a percentage of gross sales to fund the produc- tion and development of advertising assets suitable for national and regional radio, print, and digital and social media. System operators could utilize these assets, or tap into the parent company’s in-house creative services group to create custom advertising that met their particular communication objectives while adhering to brand standards. Additionally, Qdoba had launched a mobile app for placing orders and a rewards program designed to inspire, motivate, and reward increased dining frequency at Qdoba locations.

general managers and hourly team members were certified to train and develop employees through a series of on-the-job and classroom training programs that focused on knowledge, skills, and behaviors. The Team Member Progression program within the Qdoba Career Map tool recognized and rewarded three levels of achievement for cooks and line serv- ers who displayed excellence in their positions. Team members had to possess, or acquire, specific techni- cal and behavioral skill sets to reach an achievement level. All restaurant personnel were expected to con- tribute to delivering a great guest experience in the company’s restaurants.

There was a three-tier management structure for company-owned Qdoba restaurants. Restaurant man- agers were supervised by district managers, who were overseen by directors of operations, who reported to vice presidents of operations. Under Qdoba’s perfor- mance system, vice presidents and directors were eli- gible for an annual incentive based on achievement of goals related to region level sales, profit, and compa- nywide performance. District managers and restau- rant managers were eligible for quarterly incentives based on growth in restaurant sales and profit and/ or certain other operational performance standards.

Food Safety and Quality Qdoba’s “farm-to-fork” food safety and quality assurance programs were designed to maintain high standards for the food products and food preparation procedures used by vendors and restaurants. It maintained product specifications for ingredients and the company’s Food Safety and Regulatory Compliance Department had to approve all suppliers of food products to Qdoba restaurants. Third-party and internal audits were used to review the food safety management programs of vendors. Food

eNDNOTes

1 Company press release, November 29, 2017. 2 Company press release, February 6, 2018. 3 David A. Kaplan, “Chipotle’s Growth Machine,” Fortune, September 26, 2011, p.138. 4 According to information posted in the careers section at www.chipotle.com, accessed February 18, 2012, May 13, 2013, February 19, 2016, and February 12, 2018. 5 Information posted in the careers section at www.chipotle.com, accessed February 12, 2018.

6 Ibid. 7 Ibid. 8 Company press release, April 25, 2018. 9 Company press release, May 23, 2018. 10 National Restaurant Association, 2017 Restaurant Industry Pocket Factbook, www .restaurant.org, accessed February 15, 2018. 11 Ibid. 12 National Restaurant Association, “Technomic State of the Fast Casual Industry,” May 2017, www.restaurant.org, accessed February 15, 2018.

13 Ibid. 14 Leslie Patton, “Taco Bell Sees Market Share Recouped with Chipotle Menu,” Bloomberg News, January 11, 2012, www.bloomberg.com, accessed February 20, 2012. 15 The statistics in this section are drawn from parent company Jack in the Box’s 2017 10-K Report.

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Calculating Growth Rates and Future Values

Pepperdine Graziadio Business School

FINC 614 Intro to Finance

Homework Packet I

Group Name: _________________

Member 1 Name:

Member 2 Name:

Member 3 Name:

Member 4 Name:

Member 5 Name:

 

 

Please answer the following questions as detailed and completely as possible. Good luck!

 

PART 1 End of Chapter “Questions and Problems”

For the following questions you’ll need to review the problems at the back of each chapter and ensure you are using the required textbook edition per the syllabus. You can use the provided excel resources templates under the “Resources” folder on Sakai to aid in your calculations. Make sure you show your work by copying and pasting from your excel file underneath each of the Chapter questions below in order to receive full credit. A correct answer without the accompanying back-up will only receive partial credit.

A) Chapter 2

a. # 18 Net Income and OCF answer parts (a) (b) and (c)

B) Chapter 3

a. # 2 Calculating Profitability Ratios

b. # 8 DuPont Identity

C) Chapter 4

a. # 13 Calculating Growth Rates and Future Values

b. # 14 Calculating Rates of Return

c. # 17 Calculating Present Values

D) Chapter 5

a. # 2 Present Value and Multiple Cash Flows

b. # 28 Discounted Cash Flow Analysis

c. # 30 Calculating Annuities Due

E) Chapter 6

a. # 3 Bond Prices

b. # 8 Coupon Rates

c. # 19 Interest Rate Risk

F) Chapter 7

a. # 1 Stock Value

b. # 22 Stock Valuation

c. # 27 Stock Valuation and PE

 

PART 2 Starbucks & Peer Ratio Analysis

During lecture, we had several breakout sessions whereas we analyzed Starbucks’ Balance Sheet, Income Statement, and Financial Ratios. Using the Ratios downloaded, you’ll select your own “Peer Group” of companies in order to formulate a financial analysis and answer the following questions below.

A) What companies did you consider for your Peer Group? Which companies did you finally select?

B) Why did you select those companies and not others?

C) Using a chart table, compare the most recent year’s ratios between Starbucks ratios to its competitor companies (the ones you selected for your Peer Group). A list of required ratios and a template chart are included in the excel resource, but include the following: Liquidity (Quick, Current, Debt-Equity); Asset Management (Asset Turnover, Receivables Turnover, Inventory Turnover); Profitability (ROA, ROE, ROI, EBITDA, Tax Rate); and Per Share (Cash Flow per Share).

D) Based on your findings, where do you see Starbucks’ outperforming its competitors? Underperforming? What led you to these conclusions?

PART 3 Starbucks & Peer Stock Valuation

A) Using the Peer Group from above, prepare a chart table comparing Starbucks’ Price using a Benchmark method.

B) Calculate the Current Value of the companies (price per share x shares outstanding)

C) What do you believe is the appropriate PE and predicted EPS for the companies? Why did you select these PE and EPS numbers?

D) Calculate the Future Value of the companies based on (C) above.

E) Based on your findings would you purchase Starbucks shares? Why or why not?

International Capital Market

Assignment 1: Discussion Questions—International Capital Market

The financial system brings together people or organizations that have excess funds with those who need funds. The system includes the banking industry as well as the capital markets. The capital markets are commonly used to support the purchase of long-term assets through the issuance of bonds and stock. This system exists domestically and internationally.

Research international capital markets using your textbook,  University online library resources, and the Internet. Respond to the following:

  • What is the international capital market? Why would an international business make use of an international capital market?
  • Describe the important features of the foreign exchange market. Why is this market critical for international businesses? What risks does this market impose on international business? What factors drive changes in exchange rates within this market?

Write your response in 400 words . Apply current APA standards for writing style to your work. All written assignments and responses should follow APA rules for attributing sources.

By Thursday, January 31, 2013

 

Assignment 2: Presentation—Government, FDI, and Foreign Exchange

One area of international business in which the government has an important regulatory role is foreign direct investment and foreign exchange. It is important for business professionals to understand the rationale and methods for restrictions in these areas.

Research government’s role in FDI and foreign exchange using your textbook, University online library resources, and the Internet. Based on your research, develop a presentation. Your role is of an educational specialist in international business and your audience is a group of middle managers.

Discuss the following in your presentation:

  • Motivations and methods by which governments can promote and restrict international trade
  • Foreign direct investment and its importance
  • Market for foreign exchange and the factors that drive pricing changes in the market
  • Value of the foreign exchange market to an international business
  • Risks of the foreign exchange market to an international business and methods to control the risks

Submit your work in a 12 slide PowerPoint presentation. Use the speaker notes area to write the information supporting the slides. Apply current APA standards for writing style to your work. All written assignments and responses should follow APA rules for attributing sources.

Use the following file naming convention: LastnameFirstInitial_M4_A2.ppt.

By Saturday, February 2, 2013, deliver your assignment

International Financial Markets

Learning Objectives

Wild, John J., Kenneth L. Wild & Jerry C.Y. Han. International Business: The Challenges of Globalization, 5th Edition. Pearson Learning Solutions

 

 

After studying this chapter, you should be able to

1 Discuss the purposes, development, and financial centers of the international capital market.

2 Describe the international bond, international equity, and Eurocurrency markets.

3 Discuss the four primary functions of the foreign exchange market.

4 Explain how currencies are quoted and the different rates given.

5 Identify the main instruments and institutions of the foreign exchange market.

6 Explain why and how governments restrict currency convertibility.

 A LOOKBACK

Chapter 8 introduced the most prominent efforts at regional economic integration occurring around the world. We saw how international companies are responding to the challenges and opportunities that regional integration is creating.

 A LOOK AT THIS CHAPTER

This chapter introduces us to the international financial system by describing the structure of international financial markets. We learn first about the international capital market and its main components. We then turn to the foreign exchange market, explaining how it works and outlining its structure.

 A LOOK AHEAD

Chapter 10 concludes our study of the international financial system. We discuss the factors that influence exchange rates and explain why and how governments and other institutions try to manage exchange rates. We also present recent monetary problems in emerging markets worldwide.

Wii Is the Champion

Kyoto, Japan — Nintendo (www.nintendo.com) has been feeding the addiction of video gaming fans worldwide since 1989. More than 100 years earlier, in 1889, Fusajiro Yamauchi started Nintendo when he began manufacturing Hanafuda playing cards in Kyoto, Japan. Today, Nintendo produces and sells video game systems, including Wii, Nintendo DS, GameCube, and Game Boy Advance that feature global icons Mario, Donkey Kong, Pokémon, and others.

Nintendo took the global gaming industry by storm when it introduced the Wii game console. With wireless motion-sensitive remote controllers, built-in Wi-Fi capability, and other features, the Wii outdoes Sony’s Playstation and Microsoft’s Xbox game consoles. Nintendo’s game called Wii Fit cleverly forces player activity through 40 exercises consisting of yoga, strength training, cardio, and even doing the hula-hoop. Pictured at right, Nintendo employees perform a song together as they demonstrate the game “Wii Music.”

Yet Nintendo’s marketing and game-design talents are not all that affect its performance—so too do exchange rates between the Japanese yen (¥) and other currencies. The earnings of Nintendo’s subsidiaries and affiliates outside Japan must be integrated into consolidated financial statements at the end of each year. Translating subsidiaries’ earnings from other currencies into a strong yen decreases Nintendo’s stated earnings in yen.

Source: Fred Prouser/Reuters–CORBIS-NY.

Nintendo reported net income in 2008 of ¥ 257.3 billion ($2.6 billion), but also reported that its income included a foreign exchange loss of ¥ 92.3 billion ($923.5 million). A rise of the yen against foreign currencies prior to the translation of subsidiaries’ earnings into yen caused the loss. As you read this chapter, consider how shifting currency values affect financial performance and how managers can reduce their impact.1

Well-functioning financial markets are an essential element of the international business environment. They funnel money from organizations and economies with excess funds to those with shortages. International financial markets also allow companies to exchange one currency for another. The trading of currencies and the rates at which they are exchanged are crucial to international business.

Suppose you purchase an MP3 player imported from a company based in the Philippines. Whether you realize it or not, the price you paid for that MP3 player was affected by the exchange rate between your country’s currency and the Philippine peso. Ultimately, the Filipino company that sold you the MP3 player must convert the purchase made in your currency into Philippine pesos. Thus the profit earned by the Filipino company is also influenced by the exchange rate between your currency and the peso. Managers must understand how changes in currency values—and thus in exchange rates—affect the profitability of their international business activities. Among other things, our hypothetical company in the Philippines must know how much to charge you for its MP3 player.

In this chapter, we launch our study of the international financial system by exploring the structure of the international financial markets. The two interrelated systems that comprise the international financial markets are the international capital market and foreign exchange market. We start by examining the purposes of the international capital market and tracing its recent development. We then take a detailed look at the international bond, equity, and Eurocurrency markets, each of which helps companies to borrow and lend money internationally. Later, we take a look at the functioning of the foreign exchange market—an international market for currencies that facilitates international business transactions. We close this chapter by exploring how currency convertibility affects international transactions.

International Capital Market

capital market is a system that allocates financial resources in the form of debt and equity according to their most efficient uses. Its main purpose is to provide a mechanism through which those who wish to borrow or invest money can do so efficiently. Individuals, companies, governments, mutual funds, pension funds, and all types of nonprofit organizations participate in capital markets. For example, an individual might want to buy her first home, a midsized company might want to add production capacity, and a government might want to develop a new wireless communications system. Sometimes these individuals and organizations have excess cash to lend and at other times they need funds.

capital market

System that allocates financial resources in the form of debt and equity according to their most efficient uses.

Purposes of National Capital Markets

There are two primary means by which companies obtain external financing: debt and equity . Capital markets function to help them obtain both types of financing. However, to understand the international capital market fully, we need to review the purposes of capital markets in domestic economies. Quite simply, national capital markets help individuals and institutions borrow the money that other individuals and institutions want to lend. Although in theory borrowers could search individually for various parties who are willing to lend or invest, this would be an extremely inefficient process.

Role of Debt

Debt consists of loans, for which the borrower promises to repay the borrowed amount (the principal) plus a predetermined rate of interest. Company debt normally takes the form of bonds —instruments that specify the timing of principal and interest payments. The holder of a bond (the lender) can force the borrower into bankruptcy if the borrower fails to pay on a timely basis. Bonds issued for the purpose of funding investments are commonly issued by private-sector companies and by municipal, regional, and national governments.

debt

Loan in which the borrower promises to repay the borrowed amount (the principal) plus a predetermined rate of interest.

bond

Debt instrument that specifies the timing of principal and interest payments.

Role of Equity

Equity is part ownership of a company in which the equity holder participates with other part owners in the company’s financial gains and losses. Equity normally takes the form of stock —shares of ownership in a company’s assets that give shareholders (stockholders) a claim on the company’s future cash flows. Shareholders may be rewarded with dividends—payments made out of surplus funds—or by increases in the value of their shares. Of course, they may also suffer losses due to poor company performance—and thus decreases in the value of their shares. Dividend payments are not guaranteed, but are determined by the company’s board of directors and based on financial performance. In capital markets, shareholders can sell one company’s stock for that of another or liquidate them—exchange them for cash. Liquidity , which is a feature of both debt and equity markets, refers to the ease with which bondholders and shareholders may convert their investments into cash.

equity

Part ownership of a company in which the equity holder participates with other part owners in the company’s financial gains and losses.

stock

Shares of ownership in a company’s assets that give shareholders a claim on the company’s future cash flows.

liquidity

Ease with which bondholders and shareholders may convert their investments into cash.

Large financial institutions benefit borrowers and lenders worldwide in many ways. They underwrite securities and as asset managers they are caretakers of the personal financial savings of individuals. Pictured here, Citibank’s business director Weng Linnguo poses with lion dance troupes at the opening of a new Citibank branch in Beijing. Citibank has a truly global reach, with 200 million customer accounts in more than 100 countries.

Source: STR/AFP–Getty Images.

Purposes of the International Capital Market

The international capital market is a network of individuals, companies, financial institutions, and governments that invest and borrow across national boundaries. It consists of both formal exchanges (in which buyers and sellers meet to trade financial instruments) and electronic networks (in which trading occurs anonymously). This market makes use of unique and innovative financial instruments specially designed to fit the needs of investors and borrowers located in different countries that are doing business with one another. Large international banks play a central role in the international capital market. They gather the excess cash of investors and savers around the world and then channel this cash to borrowers across the globe.

international capital market

Network of individuals, companies, financial institutions, and governments that invest and borrow across national boundaries.

Expands the Money Supply for Borrowers

The international capital market is a conduit for joining borrowers and lenders in different national capital markets. A company that is unable to obtain funds from investors in its own nation can seek financing from investors elsewhere, making it possible for the company to undertake an otherwise impossible project. The option of going outside the home nation is particularly important to firms in countries with small or developing capital markets of their own. An expanded supply of money also benefits small but promising companies that might not otherwise get financing if there is intense competition for capital.

Reduces the Cost of Money for Borrowers

An expanded money supply reduces the cost of borrowing. Similar to the prices of potatoes, wheat, and other commodities, the “price” of money is determined by supply and demand. If its supply increases, its price— in the form of interest rates—falls. That is why excess supply creates a borrower’s market, forcing down interest rates and the cost of borrowing. Projects regarded as infeasible because of low expected returns might be viable at a lower cost of financing.

Reduces Risk for Lenders

The international capital market expands the available set of lending opportunities. In turn, an expanded set of opportunities helps reduce risk for lenders (investors) in two ways:

1. Investors enjoy a greater set of opportunities from which to choose. They can thus reduce overall portfolio risk by spreading their money over a greater number of debt and equity instruments. In other words, if one investment loses money, the loss can be offset by gains elsewhere.

2. Investing in international securities benefits investors because some economies are growing while others are in decline. For example, the prices of bonds in Thailand do not follow bond-price fluctuations in the United States, which are independent of prices in Hungary. In short, investors reduce risk by holding international securities whose prices move independently.

Small, would-be borrowers still face some serious problems in trying to secure loans. Interest rates are often high and many entrepreneurs have nothing to put up as collateral. For some unique methods of getting capital into the hands of small businesspeople (particularly in developing nations), see this chapter’s Entrepreneur’s Toolkit titled, “Microfinance Makes a Big Impression.”

ENTREPRENEUR’S TOOLKIT: Microfinance Makes a Big Impression

Wealthy nations are not the only places where entrepreneurs thrive. Developing nations are teeming with budding entrepreneurs who need just a bit of startup capital to get off the ground. Here are the key characteristics of microfinance.

■ Overcoming Obstacles. Obtaining capital challenges the entrepreneurial spirit in many developing countries. If a person is lucky enough to obtain a loan, it is typically from a loan shark, whose sky-high interest rates devour most of the entrepreneur’s profits. So microfinance is an increasingly popular way to lend money to low-income entrepreneurs at competitive interest rates (around 10 to 20 percent) without putting up collateral.

■ One for All, and All for One. Sometimes a loan is made to a group of entrepreneurs who sink or swim together. Members of the borrowing group are joined at the economic hip: If one member fails to pay off a loan, all in the group may lose future credit. Peer pressure and support often defend against defaults, however—support networks in developing countries often incorporate extended family ties. One bank in Bangladesh boasts 98 percent on-time repayment.

■ No Glass Ceiling Here. Although outreach to male borrowers is increasing, most microfinance borrowers are female. Women tend to be better at funneling profits into family nutrition, clothing, and education, as well as into business expansion. The successful use of microfinance in Bangladesh has increased wages, community income, and the status of women. The microfinance industry is estimated at around $8 billion worldwide.

■ Developed Country Agenda. The microfinance concept was pioneered in Bangladesh as a way for developing countries to create the foundation for a market economy. It now might be a way to spur economic growth in depressed areas of developed nations, such as in decaying city centers. But whereas microfinance loans in developing countries typically average about $350, those in developed nations would need to be significantly larger.

Source: Jennifer L. Schenker, “Taking Microfinance to the Next Level,” Business Week (www.businessweek.com), February 26, 2008; Steve Hamm, “Setting Standards for Microfinance,” Business Week (www.businessweek.com), July 28, 2008; Keith Epstein and Geri Smith, “Microlending: It’s No Cure-All,” Business Week (www.businessweek.com), December 13, 2007; Grameen Bank Web site (www.grameen-info.org), select reports.

Forces Expanding the International Capital Market

Around 40 years ago, national capital markets functioned largely as independent markets. But since that time, the amount of debt, equity, and currencies traded internationally has increased dramatically. This rapid growth can be traced to three main factors:

■ Information Technology. Information is the lifeblood of every nation’s capital market because investors need information about investment opportunities and their corresponding risk levels. Large investments in information technology over the past two decades have drastically reduced the costs, in both time and money, of communicating around the globe. Investors and borrowers can now respond in record time to events in the international capital market. The introduction of electronic trading after the daily close of formal exchanges also facilitates faster response times.

■ Deregulation. Deregulation of national capital markets has been instrumental in the expansion of the international capital market. The need for deregulation became apparent in the early 1970s, when heavily regulated markets in the largest countries were facing fierce competition from less regulated markets in smaller nations. Deregulation increased competition, lowered the cost of financial transactions, and opened many national markets to global investing and borrowing.

■ Financial Instruments. Greater competition in the financial industry is creating the need to develop innovative financial instruments. One result of the need for new types of financial instruments is securitization —the unbundling and repackaging of hard-to-trade financial assets into more liquid, negotiable, and marketable financial instruments (or securities ). For example, a mortgage loan from a bank is not liquid or negotiable because it is a customized contract between the bank and the borrower. Thus banks cannot sell loans and raise capital for further investment because each loan differs from every other loan. But agencies of the U.S. government, such as the Federal National Mortgage Association (www.fanniemae.com), guarantee mortgages against default and accumulate them as pools of assets. They then sell securities in capital markets that are backed by these mortgage pools. When mortgage bankers participate in this process, they are able to raise capital for further investment.2

securitization

Unbundling and repackaging of hard-to-trade financial assets into more liquid, negotiable, and marketable financial instruments (or securities ).

World Financial Centers

The world’s three most important financial centers are London, New York, and Tokyo. Traditional exchanges may become obsolete unless they continue to modernize, cut costs, and provide new customer services. In fact, trading over the Internet and other systems might increase the popularity of offshore financial centers .

Offshore Financial Centers

An offshore financial center is a country or territory whose financial sector features very few regulations and few, if any, taxes. These centers tend to be economically and politically stable and provide access to the international capital market through an excellent telecommunications infrastructure. Most governments protect their own currencies by restricting the amount of activity that domestic companies can conduct in foreign currencies. So companies can find it hard to borrow funds in foreign currencies and thus turn to offshore centers, which offer large amounts of funding in many currencies. In short, offshore centers are sources of (usually cheaper) funding for companies with multinational operations.

offshore financial center

Country or territory whose financial sector features very few regulations and few, if any, taxes.

Offshore financial centers fall into two categories:

■ Operational centers see a great deal of financial activity. Prominent operational centers include London (which does a good deal of currency trading) and Switzerland (which supplies a great deal of investment capital to other nations).

■ Booking centers are usually located on small island nations or territories with favorable tax and/or secrecy laws. Little financial activity takes place here. Rather, funds simply pass through on their way to large operational centers. Booking centers are typically home to offshore branches of domestic banks that use them merely as bookkeeping facilities to record tax and currency-exchange information.3 Some important booking centers are the Cayman Islands and the Bahamas in the Caribbean; Gibraltar, Monaco, and the Channel Islands in Europe; Bahrain and Dubai in the Middle East; and Singapore in Southeast Asia.

Global banking giant HSBC recently added Dubai, United Arab Emirates, to its list of key offshore banking centers. The Dubai office will serve customers from the Middle East, North Africa, and Pakistan. HSBC also chose Dubai as its offshore center for Sharia-compliant products and services (those complying with Islamic law). HSBC Bank International is based in Jersey, Channel Islands, and has four other offshore centers in Jersey, Hong Kong, Miami, and Singapore.

Source: Ali Haider/epa–CORBIS-NY.

Quick Study

1. What are the three main purposes of the international capital market ? Explain each briefly.

2. Identify the factors expanding the international capital market. What is meant by the term securitization ?

3. What is an offshore financial center ? Explain its appeal to businesses.

Main Components of the International Capital Market

Now that we have covered the basic features of the international capital market, let’s take a closer look at its main components: the international bond, international equity, and Eurocurrency markets.

International Bond Market

The international bond market consists of all bonds sold by issuing companies, governments, or other organizations outside their own countries. Issuing bonds internationally is an increasingly popular way to obtain needed funding. Typical buyers include medium-sized to large banks, pension funds, mutual funds, and governments with excess financial reserves. Large international banks typically manage the sales of new international bond issues for corporate and government clients.

international bond market

Market consisting of all bonds sold by issuing companies, governments, or other organizations outside their own countries.

Types of International Bonds

One instrument used by companies to access the international bond market is called a Eurobond —a bond issued outside the country in whose currency it is denominated. In other words, a bond issued by a Venezuelan company, denominated in U.S. dollars, and sold in Britain, France, Germany, and the Netherlands (but not available in the United States or to its residents) is a Eurobond. Because this Eurobond is denominated in U.S. dollars, the Venezuelan borrower both receives the loan and makes its interest payments in dollars.

Eurobond

Bond issued outside the country in whose currency it is denominated.

Eurobonds are popular (accounting for 75 to 80 percent of all international bonds) because the governments of countries in which they are sold do not regulate them. The absence of regulation substantially reduces the cost of issuing a bond. Unfortunately, it increases its risk level—a fact that may discourage some potential investors. The traditional markets for Eurobonds are Europe and North America.

Companies also obtain financial resources by issuing so-called foreign bonds —bonds sold outside the borrower’s country and denominated in the currency of the country in which they are sold. For example, a yen-denominated bond issued by the German carmaker BMW in Japan’s domestic bond market is a foreign bond. Foreign bonds account for about 20 to 25 percent of all international bonds.

foreign bond

Bond sold outside the borrower’s country and denominated in the currency of the country in which it is sold.

Foreign bonds are subject to the same rules and regulations as the domestic bonds of the country in which they are issued. Countries typically require issuers to meet certain regulatory requirements and to disclose details about company activities, owners, and upper management. Thus BMW’s samurai bonds (the name for foreign bonds issued in Japan) would need to meet the same disclosure and other regulatory requirements that Toyota’s bonds in Japan must meet. Foreign bonds in the United States are called yankee bonds and those in the United Kingdom are called bulldog bonds. Foreign bonds issued and traded in Asia outside Japan (and normally denominated in dollars) are called dragon bonds.

Interest Rates: A Driving Force

Today, low interest rates (the cost of borrowing) are fueling growth in the international bond market. Low interest rates in developed nations are resulting from low levels of inflation, but also mean that investors earn little interest on bonds issued by governments and companies in domestic markets. Thus banks, pension funds, and mutual funds are seeking higher returns in the newly industrialized and developing nations, where higher interest payments reflect the greater risk of the bonds. At the same time, corporate and government borrowers in developing countries badly need capital to invest in corporate expansion plans and public works projects.

This situation raises an interesting question: How can investors who are seeking higher returns and borrowers who are seeking to pay lower interest rates both come out ahead? The answer, at least in part, lies in the international bond market:

■ By issuing bonds in the international bond market, borrowers from newly industrialized and developing countries can borrow money from other nations where interest rates are lower.

■ By the same token, investors in developed countries buy bonds in newly industrialized and developing nations in order to obtain higher returns on their investments (although they also accept greater risk).

Despite the attraction of the international bond market, many emerging markets see the need to develop their own national markets because of volatility in the global currency market. A currency whose value is rapidly declining can wreak havoc on companies that earn profits in, say, Indonesian rupiahs but must pay off debts in dollars. Why? A drop in a country’s currency forces borrowers to shell out more local currency to pay off the interest owed on bonds denominated in an unaffected currency.

International Equity Market

The international equity market consists of all stocks bought and sold outside the issuer’s home country. Companies and governments frequently sell shares in the international equity market. Buyers include other companies, banks, mutual funds, pension funds, and individual investors. The stock exchanges that list the greatest number of companies from outside their own borders are Frankfurt, London, and New York. Large international companies frequently list their stocks on several national exchanges simultaneously and sometimes offer new stock issues only outside their country’s borders. Four factors are responsible for much of the past growth in the international equity market.

international equity market

Market consisting of all stocks bought and sold outside the issuer’s home country.

Spread of Privatization

As many countries abandoned central planning and socialist-style economics, the pace of privatization accelerated worldwide. A single privatization often places billions of dollars of new equity on stock markets. When the government of Peru sold its 26 percent share of the national telephone company, Telefonica del Peru (www.telefonica.com.pe), it raised $1.2 billion. Of the total value of the sale, 48 percent was sold in the United States, 26 percent to other international investors, and another 26 percent to domestic retail and institutional investors in Peru.

Increased privatization in Europe is also expanding worldwide equity. Although Europe is traditionally more devoted to debt as a means of financing, an “equity culture” is taking root. As the European Union becomes more thoroughly integrated, investors will become more willing to invest in the stocks of companies from other European nations.

Economic Growth in Emerging Markets

Continued economic growth in emerging markets is contributing to growth in the international equity market. Companies based in these economies require greater investment as they succeed and grow. The international equity market becomes a major source of funding because only a limited supply of funds is available in these nations.

Activity of Investment Banks

Global banks facilitate the sale of a company’s stock worldwide by bringing together sellers and large potential buyers. Increasingly, investment banks are searching for investors outside the national market in which a company is headquartered. In fact, this method of raising funds is becoming more common than listing a company’s shares on another country’s stock exchange.

Advent of Cybermarkets

The automation of stock exchanges is encouraging growth in the international equity market. The term cybermarkets denotes stock markets that have no central geographic locations. Rather, they consist of global trading activities conducted on the Internet. Cybermarkets (consisting of supercomputers, high-speed data lines, satellite uplinks, and individual personal computers) match buyers and sellers in nanoseconds. They allow companies to list their stocks worldwide through an electronic medium in which trading takes place 24 hours a day.

Eurocurrency Market

All the world’s currencies that are banked outside their countries of origin are referred to as Eurocurrency and trade on the Eurocurrency market . Thus U.S. dollars deposited in a bank in Tokyo are called Eurodollars and British pounds deposited in New York are called Europounds. Japanese yen deposited in Frankfurt are called Euroyen, and so forth.

Eurocurrency market

Market consisting of all the world’s currencies (referred to as “Eurocurrency”) that are banked outside their countries of origin.

Because the Eurocurrency market is characterized by very large transactions, only the very largest companies, banks, and governments are typically involved. Deposits originate primarily from four sources:

■ Governments with excess funds generated by a prolonged trade surplus

■ Commercial banks with large deposits of excess currency

■ International companies with large amounts of excess cash

■ Extremely wealthy individuals

Eurocurrency originated in Europe during the 1950s—hence the “Euro” prefix. Governments across Eastern Europe feared they might forfeit dollar deposits made in U.S. banks if U.S. citizens were to file claims against them. To protect their dollar reserves, they deposited them in banks across Europe. Banks in the United Kingdom began lending these dollars to finance international trade deals, and banks in other countries (including Canada and Japan) followed suit. The Eurocurrency market is valued at around $6 trillion, with London accounting for about 20 percent of all deposits. Other important markets include Canada, the Caribbean, Hong Kong, and Singapore.

Appeal of the Eurocurrency Market

Governments tend to strictly regulate commercial banking activities in their own currencies within their borders. For example, they often force banks to pay deposit insurance to a central bank, where they must keep a certain portion of all deposits “on reserve” in non-interest-bearing accounts. Although such restrictions protect investors, they add costs to banking operations. The main appeal of the Eurocurrency market is the complete absence of regulation, which lowers the cost of banking. The large size of transactions in this market further reduces transaction costs. Thus banks can charge borrowers less, pay investors more, and still earn healthy profits.

Interbank interest rates —rates that the world’s largest banks charge one another for loans—are determined in the free market. The most commonly quoted rate of this type in the Eurocurrency market is the London Interbank Offer Rate (LIBOR)—the interest rate that London banks charge other large banks that borrow Eurocurrency. The London Interbank Bid Rate (LIBID) is the interest rate offered by London banks to large investors for Eurocurrency deposits.

interbank interest rates

Interest rates that the world’s largest banks charge one another for loans.

An unappealing feature of the Eurocurrency market is greater risk; government regulations that protect depositors in national markets are nonexistent here. Despite the greater risk of default, however, Eurocurrency transactions are fairly safe because the banks involved are large with well-established reputations.

Foreign Exchange Market

Unlike domestic transactions, international transactions involve the currencies of two or more nations. To exchange one currency for another in international transactions, companies rely on a mechanism called the foreign exchange market —a market in which currencies are bought and sold and their prices are determined. Financial institutions convert one currency into another at a specific exchange rate —the rate at which one currency is exchanged for another. Rates depend on the size of the transaction, the trader conducting it, general economic conditions, and sometimes government mandate.

foreign exchange market

Market in which currencies are bought and sold and their prices are determined.

exchange rate

Rate at which one currency is exchanged for another.

In many ways, the foreign exchange market is like the markets for commodities such as cotton, wheat, and copper. The forces of supply and demand determine currency prices, and transactions are conducted through a process of bid and ask quotes. If someone asks for the current exchange rate of a certain currency, the bank does not know whether it is dealing with a prospective buyer or seller. Thus it quotes two rates: The bid quote is the price at which it will buy, and the ask quote is the price at which it will sell. For example, say that the British pound is quoted in U.S. dollars at $1.9815. The bank may then bid $1.9813 to buy British pounds and offer to sell them at $1.9817. The difference between the two rates is the bid–ask spread. Naturally, banks will buy currencies at a lower price than they sell them and earn their profits from the bid–ask spread.

Functions of the Foreign Exchange Market

The foreign exchange market is not really a source of corporate finance. Rather, it facilitates corporate financial activities and international transactions. Investors use the foreign exchange market for four main reasons.

Currency Conversion

Companies use the foreign exchange market to convert one currency into another. Suppose a Malaysian company sells a large number of computers to a customer in France. The French customer wants to pay for the computers in euros, the European Union currency, whereas the Malaysian company wants to be paid in its own ringgit. How do the two parties resolve this dilemma? They turn to banks that will exchange the currencies for them.

Companies also must convert to local currencies when they undertake foreign direct investment. Later, when a firm’s international subsidiary earns a profit and the company wants to return some of it to the home country, it must convert the local money into the home currency.

Currency Hedging

The practice of insuring against potential losses that result from adverse changes in exchange rates is called currency hedging . International companies commonly use hedging for one of two purposes:

currency hedging

Practice of insuring against potential losses that result from adverse changes in exchange rates.

1. To lessen the risk associated with international transfers of funds

2. To protect themselves in credit transactions in which there is a time lag between billing and receipt of payment.

Suppose a South Korean carmaker has a subsidiary in Britain. The parent company in Korea knows that in 30 days—say, on February 1—its British subsidiary will be sending it a payment in British pounds. Because the parent company is concerned about the value of that payment in South Korean won a month in the future, it wants to insure against the possibility that the pound’s value will fall over that period—meaning, of course, that it will receive less money. Therefore, on January 2 the parent company contracts with a financial institution, such as a bank, to exchange the payment in one month at an agreed-upon exchange rate specified on January 2. In this way, as of January 2 the Korean company knows exactly how many won the payment will be worth on February 1.

Currency Arbitrage

Currency arbitrage is the instantaneous purchase and sale of a currency in different markets for profit. Suppose a currency trader in New York notices that the value of the European Union euro is lower in Tokyo than it is in New York. The trader can buy euros in Tokyo, sell them in New York, and earn a profit on the difference. Hightech communication and trading systems allow the entire transaction to occur within seconds. But note that if the difference between the value of the euro in Tokyo and the value of the euro in New York is not greater than the cost of conducting the transaction, the trade is not worth making.

currency arbitrage

Instantaneous purchase and sale of a currency in different markets for profit.

Currency arbitrage is a common activity among experienced traders of foreign exchange, very large investors, and companies in the arbitrage business. Firms whose profits are generated primarily by another economic activity, such as retailing or manufacturing, take part in currency arbitrage only if they have very large sums of cash on hand.

INTEREST ARBITRAGE

Interest arbitrage is the profit-motivated purchase and sale of interest-paying securities denominated in different currencies. Companies use interest arbitrage to find better interest rates abroad than those that are available in their home countries. The securities involved in such transactions include government treasury bills, corporate and government bonds, and even bank deposits. Suppose a trader notices that the interest rates paid on bank deposits in Mexico are higher than those paid in Sydney, Australia (after adjusting for exchange rates). He can convert Australian dollars to Mexican pesos and deposit the money in a Mexican bank account for, say, one year. At the end of the year, he converts the pesos back into Australian dollars and earns more in interest than the same money would have earned had it remained on deposit in an Australian bank.

interest arbitrage

Profit-motivated purchase and sale of interest-paying securities denominated in different currencies.

Currency Speculation

Currency speculation is the purchase or sale of a currency with the expectation that its value will change and generate a profit. The shift in value might be expected to occur suddenly or over a longer period. The foreign exchange trader may bet that a currency’s price will go either up or down in the future. Suppose a trader in London believes that the value of the Japanese yen will increase over the next three months. She buys yen with pounds at today’s current price, intending to sell them in 90 days. If the price of yen rises in that time, she earns a profit; if it falls, she takes a loss. Speculation is much riskier than arbitrage because the value, or price, of currencies is quite volatile and is affected by many factors. Similar to arbitrage, currency speculation is commonly the realm of foreign exchange specialists rather than the managers of firms engaged in other endeavors.

currency speculation

Purchase or sale of a currency with the expectation that its value will change and generate a profit.

A classic example of currency speculation unfolded in Southeast Asia in 1997. After news emerged in May about Thailand’s slowing economy and political instability, currency traders sprang into action. They responded to poor economic growth prospects and an overvalued currency, the Thai baht, by dumping the baht on the foreign exchange market. When the supply glutted the market, the value of the baht plunged. Meanwhile, traders began speculating that other Asian economies were also vulnerable. From the time the crisis first hit until the end of 1997, the value of the Indonesian rupiah fell by 87 percent, the South Korean won by 85 percent, the Thai baht by 63 percent, the Philippine peso by 34 percent, and the Malaysian ringgit by 32 percent.4 Although many currency speculators made a great deal of money, the resulting hardship experienced by these nations’ citizens caused some to question the ethics of currency speculation on such a scale. (We cover the Asian crisis and currency speculation in detail in Chapter 10.)

Foreign exchange brokerage workers in Tokyo, Japan, dress in traditional Japanese kimonos for the first trading day of the year. Average daily turnover on Tokyo’s foreign exchange market is about $240 billion. Yet this is still significantly lower than trading volume in the U.K. market ($1.33 trillion) and the U.S. market ($618 billion). Around $3.2 trillion worth of currency is traded on global foreign exchange markets every day.

Source: Eriko Sugita/Reuters–CORBIS-NY.

Quick Study

1. Describe the international bond market . What single factor is most responsible for fueling its growth?

2. What is the international equity market ? Identify the factors responsible for its expansion.

3. Describe the Eurocurrency market . What is its main appeal?

4. For what four reasons do investors use the foreign exchange market?

How the Foreign Exchange Market Works

Because of the importance of foreign exchange to trade and investment, businesspeople must understand how currencies are quoted in the foreign exchange market. Managers must know what financial instruments are available to help them protect the profits earned by their international business activities. They must also be aware of government restrictions that may be imposed on the convertibility of currencies and know how to work around these and other obstacles.

Quoting Currencies

There are two components to every quoted exchange rate: the quoted currency and the base currency. If an exchange rate quotes the number of Japanese yen needed to buy one U.S. dollar (¥/$), the yen is the quoted currency and the dollar is the base currency . When you designate any exchange rate, the quoted currency is always the numerator and the base currency is the denominator. For example, if you were given a yen/dollar exchange rate quote of 110/1 (meaning that 110 yen are needed to buy one dollar), the numerator is 110 and the denominator is 1. We can also designate this rate as ¥ 110/$.

quoted currency

The numerator in a quoted exchange rate, or the currency with which another currency is to be purchased.

base currency

The denominator in a quoted exchange rate, or the currency that is to be purchased with another currency.

Direct and Indirect Rate Quotes

Table 9.1 lists exchange rates between the U.S. dollar and a number of other currencies as reported by the Wall Street Journal.5 There is one important note to make about this table. As we learned in Chapter 8, the currencies of nations participating in the single currency (euro) of the European Union are already out of circulation. To look up exchange rates for these nations, see the line reading “Euro area euro” in Table 9.1.

The second column of numbers in Table 9.1, under the heading “Currency per U.S. $,” tells us how many units of each listed currency can be purchased with one U.S. dollar. For example, find the row labeled “Japan (Yen).” The number 106.81 in the second column tells us that 106.81 Japanese yen can be bought with one U.S. dollar. We state this exchange rate as ¥ 106.81/$. Because the yen is the quoted currency, we say that this is a direct quote on the yen and an indirect quote on the dollar. This method of quoting exchange rates is called European terms because it is typically used outside the United States.

TABLE 9.1 Exchange Rates of Major Currencies

Country/Currency

U.S. $ Equivalent

Currency per U.S. $

Argentina (peso)

0.3319

3.0130

Australian (dollar)

0.9556

1.0465

Bahrain (dinar)

2.6525

0.3770

Brazil (real)

0.6211

1.6100

Canada (dollar)

0.9893

1.0108

1-mos forward

0.9888

1.0113

3-mos forward

0.9882

1.0119

6-mos forward

0.9873

1.0129

Chile (peso)

0.001989

502.77

China (yuan)

0.1458

6.8599

Colombia (peso)

0.0005782

1729.51

Czech Rep. (koruna)

0.06724

14.872

Denmark (krone)

0.2109

4.7416

Ecuador U.S. (dollar)

1

1

Eqypt (pound)

0.1870

5.3476

Euro area (euro)

1.5737

0.6354

Hong Kong (dollar)

0.1282

7.8021

Hungary (forint)

0.006794

147.19

India (rupee)

0.02325

43.0108

Indonesia (rupiah)

0.0001090

9174

Israel (shekel)

0.3109

3.2165

Japan (yen)

0.009362

106.81

1-mos forward

0.009379

106.62

3-mos forward

0.009412

106.25

6-mos forward

0.009465

105.65

Jordan (dinar)

1.4139

0.7073

Kenya (shilling)

0.01505

66.450

Kuwait (dinar)

3.7702

0.2652

Lebanon (pound)

0.0006634

1507.39

Malaysia (ringgit)

0.3082

3.2446

Mexico (peso)

0.0971

10.3029

New Zealand (dollar)

0.7577

1.3198

Norway (krone)

0.1955

5.1151

Pakistan (rupee)

0.01403

71.276

Peru (new sol)

0.3566

2.8043

Philippines (peso)

0.0220

45.475

Poland (zloty)

0.4804

2.0816

Romania (leu)

0.4442

2.2511

Russia (ruble)

0.04267

23.436

Saudi Arabia (riyal)

0.2666

3.7509

Singapore (dollar)

0.7360

1.3587

Slovak Rep (koruna)

0.05196

19.246

South Africa (rand)

0.1291

7.7459

South Korea (won)

0.0010008

999.20

Sweden (krona)

0.1664

6.0096

Switzerland (franc)

0.9719

1.0289

1-mos forward

0.9722

1.0286

3-mos forward

0.9727

1.0281

6-mos forward

0.9735

1.0272

Taiwan (dollar)

0.03290

30.395

Thailand (baht)

0.02975

33.613

Turkey (lira)

0.8166

1.2245

U.A.E. (dirham)

0.2723

3.6724

U.K. (pound)

1.9815

0.5047

1-mos forward

1.9769

0.5058

3-mos forward

1.9675

0.5083

6-mos forward

1.9547

0.5116

Uruguay (peso)

0.05190

19.27

Venezuela (b. fuerte)

0.46628742

2.1446

Vietnam (dong)

0.00006

16850

Source: Wall Street Journal (www.wsj.com), July 9, 2008.

The first column of numbers in Table 9.1, under the heading “U.S. $ Equivalent,” tells us how many U.S. dollars it costs to buy one unit of each listed currency. The first column following the words “Japan (Yen),” tells us that it costs $0.009362 to purchase one yen (¥)—less than one U.S. cent. We state this exchange rate as $0.009362/¥. In this case, because the dollar is the quoted currency, we have a direct quote on the dollar and an indirect quote on the yen. The practice of quoting the U.S. dollar in direct terms is called U.S. terms because it is used mainly in the United States.

Whether we use a direct or an indirect quote, it is easy to find the other: simply divide the quote into the numeral 1. The following formula is used to derive a direct quote from an indirect quote: And for deriving an indirect quote from a direct quote:

And for deriving an indirect quote from a direct quote:

For example, suppose we are given an indirect quote on the U.S. dollar of ¥ 106.81/$. To find the direct quote, we simply divide ¥ 106.81 into $1:

$1 ÷ ¥ 106.81 = $0.009362/¥

Note that our solution matches the number in the first column of numbers in Table 9.1 following the words “Japan (Yen).” Conversely, to find the indirect quote, we divide the direct quote into 1. In our example, we divide $0.009362 into ¥ 1:

¥ 1 ÷ $0.009362 = ¥ 106.81/$

This solution matches the number in the second column of numbers in Table 9.1 following the words “Japan (Yen).”

Calculating Percent Change

Businesspeople and foreign exchange traders track currency values over time as measured by exchange rates because changes in currency values can benefit or harm current and future international transactions. Exchange-rate risk (foreign exchange risk) is the risk of adverse changes in exchange rates. Managers develop strategies to minimize this risk by tracking percent changes in exchange rates. For example, take PN as the exchange rate at the end of a period (the currency’s new price) and PO as the exchange rate at the beginning of that period (the currency’s old price). We now can calculate percent change in the value of a currency with the following formula:

exchange-rate risk (foreign exchange risk)

Risk of adverse changes in exchange rates.

Note: This equation yields the percent change in the base currency, not in the quoted currency.

Let’s illustrate the usefulness of this calculation with a simple example. Suppose that on February 1 of the current year, the exchange rate between the Norwegian krone (NOK) and the U.S. dollar was NOK 5/$. On March 1 of the current year, suppose the exchange rate stood at NOK 4/$. What is the change in the value of the base currency, the dollar? If we plug these numbers into our formula, we arrive at the following change in the value of the dollar:

Thus the value of the dollar has fallen 20 percent. In other words, one U.S. dollar buys 20 percent fewer Norwegian kroner on March 1 than it did on February 1.

To calculate the change in the value of the Norwegian krone, we must first calculate the indirect exchange rate on the krone. This step is necessary because we want to make the krone our base currency. Using the formula presented earlier, we obtain an exchange rate of $.20/NOK (1 ÷ NOK 5) on February 1 and an exchange rate of $.25/NOK (1 ÷ NOK 4) on March 1. Plugging these rates into our percent-change formula, we get:

Thus the value of the Norwegian krone has risen 25 percent. One Norwegian krone buys 25 percent more U.S. dollars on March 1 than it did on February 1.

How important is this difference to businesspeople and exchange traders? Consider that the typical trading unit in the foreign exchange market (called a round lot) is $5 million. Therefore, a $5 million purchase of kroner on February 1 would yield NOK 25 million. But because the dollar has lost 20 percent of its buying power by March 1, a $5 million purchase would fetch only NOK 20 million—5 million fewer kroner than a month earlier.

Cross Rates

International transactions between two currencies other than the U.S. dollar often use the dollar as a vehicle currency. For example, a retail buyer of merchandise in the Netherlands might convert its euros (recall that the Netherlands uses the European Union currency) to U.S. dollars and then pay its Japanese supplier in U.S. dollars. The Japanese supplier may then take those U.S. dollars and convert them to Japanese yen. This process was more common years ago, when fewer currencies were freely convertible and when the United States greatly dominated world trade. Today, a Japanese supplier may want payment in euros. In this case, both the Japanese and the Dutch companies need to know the exchange rate between their respective currencies. To find this rate using their respective exchange rates with the U.S. dollar, we calculate what is called a cross rate —an exchange rate calculated using two other exchange rates.

cross rate

Exchange rate calculated using two other exchange rates.

Cross rates between two currencies can be calculated using either currency’s indirect or direct exchange rates with another currency. For example, suppose we want to know the cross rate between the currencies of the Netherlands and Japan. Looking at Table 9.1 again, we see that the direct quote on the euro is € 0.6354/$. The direct quote on the Japanese yen is ¥ 106.81/$. To find the cross rate between the euro and the yen, with the yen as the base currency, we simply divide € 0.6354/$ by ¥ 106.81/$:

€ 0.6354/$ ÷ ¥ 106.81/$ = € 0.0059/¥

Thus it costs 0.0059 euros to buy 1 yen.

We can also calculate the cross rate between the euro and the yen by using the indirect quotes for each currency against the U.S. dollar. Again, we see in Table 9.1 that the indirect quote on the euro to the dollar is $1.5737/€. The indirect quote on the yen to the dollar is $0.009362/¥. To find the cross rate between the euro and the yen, again with the yen as the base currency, we divide $1.5737/€ by $0.009362/¥:

$1.5737/€ ÷ $0.009362/¥ = € 168.09/¥

We must then perform an additional step to arrive at the same answer as we did earlier. Because indirect quotes were used in our calculation, we must divide our answer into 1:

1 ÷ € 168.09/¥ = € 0.0059/¥

Again (as in our earlier solution), we see that it costs 0.0059 euros to buy 1 yen.

Table 9.2 shows the cross rates for major world currencies. When finding cross rates using direct quotes, currencies down the left-hand side represent quoted currencies; those across the top represent base currencies. Conversely, when finding cross rates using indirect quotes, currencies down the left side represent base currencies; those across the top represent quoted currencies. Look at the intersection of the “Euro” row (the quoted currency in our example) and the “Yen” column (our base currency). Note that our solutions for the cross rate between euro and yen match the listed rate of 0.0059 euros to the yen.

TABLE 9.2 Key Currency Cross Rates

 

Dollar

Euro

Pound

SFranc

Peso

Yen

CdnDlr

Canada

1.0108

1.5907

2.0029

0.9824

0.0981

0.0095

….

Japan

106.81

168.09

211.65

103.81

10.367

….

105.67

Mexico

10.303

16.214

20.415

10.013

….

0.0965

10.193

Switzerland

1.0289

1.6192

2.0388

….

0.0999