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Hansson Private Label, Inc.: Evaluating an Investment in Expansion Case

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Submitted By jesusac06
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ANTECEDENTES
HLP, se inicio en 1992 cuando Trucker Hansson compro la mayor parte de los activos de la fabricación de Simon Health & Beauty Products, HLP se compro por 42 millones, Hansson trato de sacar provecho a la alza de productos de marca propia aumentando su participación en la venta de productos al consumidor. Aunque Hansson tenía una fuerte y la mayor parte de su riqueza invertido en HLP, creía que estaba pagando mucho menos que por los costos de reposición de activos y confiaba en el crecimiento de la marca propia aumentaría sin cesar, gracias a su persistente enfoque en la eficiencia de fabricación, gestión de gastos y servicio al cliente convirtió HLP en un éxito ya que ahora se cuenta con la mayoría de los clientes nacionales y regionales.
HLP, Fabrica productos para el cuidado personal, la firma cuyas ventas habían crecido considerablemente a lo largo de los años genero US$681 millones en ingresos en 2007, sus principales clientes eran supermercados, farmacias y tiendas de autoservicio. Por ahora se tenían 4 plantas todas operando al 90% de su capacidad, la deuda estaba a un nivel modesto para contener riesgo de dificultades financieras
PROBLEMA
Inversión de 50 millones de dólares para ampliar la capacidad de producción en HPL, con esto se incrementaría la deuda con costo pero se incrementaría considerablemente la concentración de clientes, además se crearía un valor significativo para la marca y un crecimiento rápido.
ALTERNATIVAS (de por qué si invertir y por qué no invertir)
• Uno de los riesgos que representaba la inversión era que la deuda asociada aumentaría significativamente los costos fijos anuales de HPL
• el contrato con el cliente más grande de HLP estaba limitado a 3 años, pero el crecimiento el ventas apoyaría el crecimiento de la capacidad.
• Ampliar la relación con el cliente más importante de HLP representa un incremento considerable en ventas y un retorno aceptable
• La inversión abriría canales con nuevos clientes ya que al ampliar el área de producción nos daría oportunidad de crecer en nuevos mercados.
• Cambio del panorama (ya que al crecer los competidores de HLP serán disuadidos)
• El costo del financiamiento por la inversión sería muy alto
• Se tenían varios años sin invertir y el equipo tenía deudas si ya era el fin de Hansson como líder.
• Esta inversión representaba que la situación financiera estuviera en su zona limite de seguridad
• La falta de inversión en los últimos años estaba afectando a la empresa por la entrada de nuevos productos

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