Case | 2009

Mercury Athletic Footwear, Inc.: Valuing the Opportunity: Brief Case No. 4050.

by Timothy A. Luehrman and Joel L. Heilprin

Abstract

In January 2007, West Coast Fashions, Inc., a large designer and marketer of branded apparel, announced a strategic reorganization that would result in the divestiture of their wholly owned footwear subsidiary, Mercury Athletic. John Liedtke, the head of business development for Active Gear, a mid-sized athletic and casual footwear company, saw the potential acquisition of Mercury as a unique opportunity to roughly double the size of his business. The case uses the potential acquisition of Mercury Athletic as a vehicle to teach students basic DCF (discounted cash flow) valuation using the weighted average cost of capital (WACC).

Keywords: Mergers and Acquisitions; Restructuring; Valuation; Apparel and Accessories Industry;

Citation:

Luehrman, Timothy A., and Joel L. Heilprin. "Mercury Athletic Footwear, Inc.: Valuing the Opportunity: Brief Case No. 4050." Watertown, MA: Harvard Business Publishing Case, 2009.