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Restaurants and Contract Services. In terms of sales turnover, contract services

division had the highest contribution into the company’s overall sales performance in

1987 (46%), followed by lodging (41%) and restaurant divisions (13%). In terms of

profit generation, lodging services accounted for 51% of company’s total profit

comparing to 33% and 16% generated by contract services and restaurant services.

The company had been remaining high growth rate (sales growth rate was 24% in

1987 and EPS doubled for the past 4 years). The operating strategy was to remain

premier growth company, focusing on 3 business lines.

Divisional hurdle rate was significant to the company. If the hurdle rate increases by

1%, the present value of project inflow will decrease by 1%.

Marriott’s financial strategy included: managing rather than own hotel assets,

investing in projects that increase shareholder value, optimizing the use of debt in the

capital structure and repurchasing undervalued shares.

Marriott’s unsecured debt was A-rated in April 1988.

The spread between the debt rate above the government bond rate was different in

each division. Marriott used long term debt for lodging because hotel had long useful

lives and it used short term debt as the cost of debt for its restaurant and contract

services divisions as those assets had shorter useful lives.

Marriott used CAPM to estimate cost of equity

Marriott Corporation: The cost of capital - What is the weighted average cost of capital for

Marriott Corporation? Are the four components of Marriott's financial strategy consistent with

its growth objective?

Marriott Corporation is an international company who's the growth over the year has been

more than satisfactory.

In 1987, Marriott's sales grew up by 24% and its return on equity stood at 22%. Moreover

the sales and earnings pr share has doubled over the previous year. The company operates

in three divisions: lodging, contract services and restaurants which represents 41%, 46%

and 13% of sales in 1987 respectively. Marriott is determined to develop and to enhance its

position in each division. This main goal contains 3 others more detailed components:

To be the preferred employer.

To be the preferred provider.

Sample Assignment (For Reference Only)

In order to achieve its goal, the managers of Marriott have developed a financial strategy

with 4 main decisions.

1. Manage rather than own hotel assets. - The first measure is simply to be more involved

in the management of theirs hotel. It means for the company to have more control on how

the money is used but also to have more responsibilities concerning the employees and

especially the customers. The company is able to monitor and control its resources and

expenses. By having more control, Marriott can try to improve its efficiency and its

profitability, for example, by searching the best suppliers with long term contracts for what

the company really needs and it could decrease useless expenses.

There is another benefit if Marriott performs well on increasing its profit; Marriott will be able

on the one hand to increase the salary of their employees and on the other hand to improve

the quality of services provided to the customers.

2. Invest in projects that increase shareholders values - This object is one of the

financial goals to invest properly. Marriott used discounted cash flow techniques to evaluate

potential investment. It is beneficial because it is considered present time value. Projects

which increase shareholder value could be formed with benchmark hurdle rates, the

company can ensure a return on projects which results in profitable and competitive

advantage.

3. Optimize the use of debt in the capital structure - Marriott invests a lot of money in

long term assets that's why it is really necessary for the company to maximize and optimize

its debt. And the company has an A rating. It means that Marriott is able to borrow an

important amount of money to invest and it could be heavily indebted. Therefore, it is really

important to optimize the debt level.

4. Repurchased undervalued shares - This could not only reinvest money back into the

corporation but also have a high potential for future profits. The corporation calculates a «

warranted equity value » to deal with its common shares instead of taking into consideration

the day-to-day market price.

By proceeding this way, it gives Marriott the possibility to get an important amount of money

that could be reinvested. The company can also increase its profit by selling its common

shares that it judges undervalued according to its way to determine it. Whatever the use of

this money, it could be a lot of potential money back. Marriott has purchased in 1987 for 429

Million of shares. A last point is that it allows Marriott not to depended on the market price.

How does Marriott use its estimate of its cost of capital? Does it make sense?

Marriott measured the opportunity cost of capital for investments of similar risk using the

weighted average cost of capital (WACC). To decide to the future firm investments, we need

to analyse the financial its structure.

A firm's WACC is the overall required return on the firm as a whole and, as such, it is often

used internally by company directors to determine the economic feasibility of expansionary

opportunities and mergers. It is the appropriate discount rate to use for cash flows with risk

that is similar to that of the overall firm.

To determine the opportunity cost of capital, Marriott required three inputs: debt capacity,

debt cost, and equity cost consistent with the amount of debt. The cost of capital depends on

Sample Assignment (For Reference Only)

each division.

In fact the evaluation of the WACC is an appropriate tool to calculate the cost of capital for

the corporation as a whole and for each division.

The cost of equity - One of the two major component of WACC is the cost of equity. The

cost of equity model takes into account three values which we must calculate - a risk-free

rate (rf), risk premium rate (expected market return - rf), and Beta Value.

Before doing the calculations, we will justify our choices. We based it on the "Stocks, Bonds,

Bills and Inflation" (SBBI). This workmanship is a standard reference source for business

appraisers. It has been published annually since 1983.

The beta value - As it is said in the case, we already know the equity beta (0,97). But the

capital structure (leverage) affects beta estimates. In order to eliminate the effect of

leverage, we will calculate the asset beta, which reflects the sensitivity of the firm's assets

abstracting from capital structure. That is why we have to convert the equity beta into the

asset beta. Then we can calculate the equity beta without the leverage effect.

To calculate the asset beta, we need the current debt value. The ratio D/V for the company

is set at 41% so we can find the ratio E/V is set at 59%. It comes from the exhibit 3 which

says that the market leverage is the book value of debt divided by the sum of the book value

of debt plus the market value of equity.

Equity value = 59%

Asset beta= 59% x 0,97=0,57

Now, we can reintroduce the effect of leverage in the equity beta using the asset beta. In

order to do that, we need the target debt value which is provided in table A (60%).

Asset beta = 0,57

Target debt value = 60%

So we can say that E/V = 40% and V / E = 1/40%

Equity Beta=0,57 x (1/ 40%)=1,43

A business appraiser must decide what time period to use in determining the rate of return

on public company stocks. The SBBI authors favor using the period from 1926 to present

because that period includes all of the types of events that affect stock prices. It includes

wars, depression and inflationary periods.

Therefore we have chosen the average between 1926 and 1987 for the market return in

order to calculate the premium.

Which average (geometric or arithmetic) to use for the expected market return?

SBBI shows rate of return data based on both arithmetic and geometric means. The

appraiser must decide which mean to use. The arithmetic mean is a simple average of the

Sample Assignment (For Reference Only)

rates of return for each year. The geometric mean is based on compounding and is generally

less than the arithmetic mean. The authors recommend using the arithmetic mean because

investors tend to use arithmetic means in forming their expectations of future returns.

Therefore we have chosen to use the arithmetic average, but both are possible.

Finally which rate to use? - The rate represents the overall return on the market. So we

take it in exhibit 4. It is the arithmetic average, since 1926, of the S&P 500 Composite

returns, that is 12,01%

The risk free rate - The risk-free rate, rf, is defined as the expected return on an investment

that in theory carries no risk whatsoever. We get this rate from fixed income markets, so we

took the longest term risk free rate which is the best from the table B, it means 8,95%.

Cost of equity = 8,95 + 1,43 x (12,01 - 8,95) = 13,33

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