This research investigates the impact of sustainable alternative cigarettes on the valuation of PT Hanjaya Mandala Sampoerna Tbk (HMSP.JK), a leading tobacco company in Indonesia and a subsidiary of Philip Morris International (PMI), which is actively pursuing a smoke-free future. With growing global awareness of the health risks associated with traditional cigarettes, there has been a shift towards alternative tobacco products perceived as less harmful. This study evaluates how the introduction and adoption of these alternative products influence the company's market valuation. Using a comprehensive valuation model that integrates financial analysis, industry trends, and potential growth of the alternative cigarette market, the research applies discounted cash flow (DCF) analysis to the projected 10Y HMSP’s FCFF. The evaluation was conducted under three scenarios based on the rate of acceptance of Heated Tobacco Sales (HTU) in the market both domestic and international. In the scenario analysis, the projected stock price varies significantly depending on the rate of HTU sales. Under the most optimistic scenario (Scenario 3/10% HTU revenue mix), the stock price shows substantial upside potential up to 92% with intrinsic value of Rp. 1,297. The market price of HMSP’s share is at Rp. 675 as of August 1, 2024, which indicated that current share price is undervalued. Therefore, it is recommended for investor to buy HMSP stock at current price. Based on these insights, the Author recommends that Sampoerna’s management focus on accelerating the adoption of alternative products, navigating regulatory challenges proactively, and enhancing consumer education to solidify its market position in this evolving landscape.
Read full abstract