Which analytical approaches is more appropriate to use

Question

Accounting rate of return and NPV

Response to the following problem:

Crichton Publications uses the accounting rate of return method to evaluate proposed capital investments. The company's desired rate of return is 18%. The project being evaluated involves a new product that will have a three-year life. The investment required is $300,000, which consists of a $240,000 machine, and inventories and accounts receivable totaling $60,000. The machine will have a useful life of three years and a salvage value of $150,000. The salvage value will be received during the fourth year, and the inventories and accounts receivable related to the product also will be converted back to cash in the fourth year. Accrual accounting net income from the product will be $87,000 per year, before depreciation expense, for each of the three years. Because of the time lag between selling the product and collecting the accounts receivable, cash flows from the product will be:

1^st year..........................................$42,000

2^nd year..........................................72,000

3^rd year...........................................87,000

4^th year............................................60,000

Required:

a. Calculate the accounting rate of return for the first year of the product. Assume straight-line depreciation. Based on this analysis, would the investment be made? Explain your answer.

b. Calculate the net present value of the product using a discount rate of 18% and assuming that cash flows occur at the end of the respective years. Based on this analysis, would the investment be made? Explain your answer.

c. Which of these two analytical approaches is the more appropriate to use? Explain your answer.