• In practice, management often has considerable flexibility to accelerate, delay, or abandon the original investment as new
information is obtained.
• Recognizing the need for flexibility in decision making, partial takeovers often include a mechanism (so-called “real options”)
for expanding or exiting an investment.
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Faced with a maturing soda market, Coca-Cola (Coke) has sought to broaden its brand offering portfolio. To this end, the firm has taken
ownership stakes varying in amount in a variety of companies whose brands offer greater growth potential than its core product line. The
firm’s strategy is to find promising new brands and then test the firm’s potential by making a minority ownership investment. Coke has
previously invested in Monster Beverage Corp, the energy drink company, and Keurig Green Mountain Inc. which sells single serving
coffee pods. Coke already owns Odwalla, Honest Tea, and Zico Coconut Water.
In an investment consistent with this strategy, Coke announced on August 19, 2015 that it had invested $90 million for a 30%
ownership position in Suja Life LLC (Suja) along with Goldman Sach’s (Goldman) merchant banking subsidiary which had invested $60
million for a slightly smaller stake in Suja. The combined $150 million investment gives the two investors slightly less than 50%
ownership of Suja’s outstanding equity. The deal also gives Coke an option to require the remainder of the company at a predetermined
price within three years. As part of the deal, Coke will expand Suja’s distribution and provide funds to build a new factory. The deal will
help boost the number of locations that sell Suja by 50% by late 2016. Coke also will use its procurement network to buy raw materials at
a lower cost.
Health drink brand, Suja, whose juices include combinations such as strawberry and flax seed, has posted rapid revenue growth since
its startup in early 2012, with its sales doubling each year since then to more than $43 million in 2014. New juice brands are benefitting
from consumers turning away from sugary brands of soda. For Suja, the deal has been highly controversial as many of its customers are
concerned that Coke will cause the firm to stray from what makes it unique and socially responsible. Suja avoids using genetically
modified organisms, or GMOs, and donates a portion of its sales to environmental causes. Some customers stopped purchasing the
product in protest.
The risk to Coke and Goldman Sachs is clear: Does Suja’s meteoric revenue growth rate have staying power? Currently, Suja’s
products are a niche market and as many such products could be destined to fade as fickle consumers lose interest. Moreover, the
association with Coke could cause the current unrest among Suja customers to grow. These factors could substantially reduce Suja’s
value. Given these uncertainties what future options do Coke and Goldman have?
Real options differ from strategic options in that they are available to management after an investment is made. In practice, Coke’s
management could accelerate investment in Suja if revenue and profit growth rates justify it by exercising its option to buy the 50% of the
shares it and Goldman do not currently own. Goldman could participate by providing a portion of the additional funds needed to buy out
the remaining Suja shareholders. If the firm’s growth slows appreciably, the option could be allowed to expire. Finally, Coke and
Goldman could abandon their investment by spinning-off or divesting their minority positions. While expensive potentially, the latter
option allows the investors to limit future losses.
INVESTORS QUESTION ABBOTT LABS’ VALUATION
OF ST. JUDE’S MEDICAL
Case Study Objectives: To Illustrate
• The application of relative valuation methods,
• The limitations of such methods,
• How to approximate the value of synergy, and
• The role key assumptions play in establishing the credibility of any valuation.
Abbott Lab‘s market value plunged more than $5 billion or six percent in a single day following the announcement of the firm’s
acquisition of St. Jude Medical (St. Jude) on April 26, 2016, as investors expressed their disapproval. Their concern was that Abbot was
overpaying and would be unable to earn financial returns demanded by investors. The $25 billion deal included a $6.5 billion premium,
37% above St. Jude’s closing price on April 25, 2016. St. Jude’s shares soared by more than 27% boosting the firm’s market capitalization
to $24.1 billion from its level of $17.59 billion the prior day.