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Harvard Case - Merlion Investments: Investing in Collectible Assets

"Merlion Investments: Investing in Collectible Assets" Harvard business case study is written by Philip Zerrillo, Matthew Dearth. It deals with the challenges in the field of Finance. The case study is 16 page(s) long and it was first published on : Sep 2, 2020

At Fern Fort University, we recommend that Merlion Investments diversify its portfolio by investing in collectible assets, specifically focusing on fine art and luxury watches. This move will help the company capitalize on the growing demand for alternative investments, enhance portfolio diversification, and potentially generate higher returns. We recommend a phased approach, beginning with a small allocation to these assets, gradually increasing exposure based on market performance and internal expertise development.

2. Background

Merlion Investments is a Singapore-based investment firm with a strong track record in traditional asset classes like fixed income securities and equities. However, the firm is facing increasing pressure from investors seeking higher returns and diversification, particularly in the face of low interest rates and volatile stock markets. This case study explores the potential of collectible assets, specifically fine art and luxury watches, as a new investment avenue for Merlion Investments.

The main protagonists are:

  • Mr. Tan, the CEO of Merlion Investments, who is looking for new investment opportunities to enhance returns and attract new clients.
  • Ms. Lee, the head of research, who is tasked with evaluating the potential of collectible assets for investment purposes.

3. Analysis of the Case Study

This case study can be analyzed using the following frameworks:

  • Financial Analysis: Examining the historical performance of collectible assets, their liquidity, and potential risks.
  • Investment Management: Assessing the feasibility of incorporating collectible assets into Merlion's existing portfolio management framework.
  • Risk Management: Evaluating the inherent risks associated with investing in collectibles, such as valuation uncertainty, illiquidity, and potential for fraud.
  • Strategic Analysis: Considering the long-term implications of this investment strategy on Merlion's competitive position and brand image.

Financial Analysis:

  • Historical Performance: While past performance is not indicative of future results, historical data suggests that fine art and luxury watches have outperformed traditional asset classes in certain periods, particularly during times of economic uncertainty.
  • Liquidity: Collectible assets are generally considered illiquid, meaning they can be difficult to sell quickly and at fair market value. This illiquidity poses a risk for investors seeking short-term returns.
  • Valuation: Valuing collectible assets can be challenging due to the subjective nature of their worth. This can lead to significant price fluctuations and potential for fraud.

Investment Management:

  • Portfolio Diversification: Collectible assets can offer diversification benefits by providing low correlation with traditional asset classes, potentially reducing overall portfolio risk.
  • Investment Strategy: Merlion needs to develop a clear investment strategy for collectible assets, including asset selection criteria, risk management procedures, and exit strategies.
  • Expertise: Building internal expertise in collectible asset valuation, market trends, and legal considerations is crucial for successful investment.

Risk Management:

  • Valuation Uncertainty: The subjective nature of collectible asset valuation presents a significant risk, as prices can fluctuate wildly based on market sentiment and expert opinions.
  • Illiquidity: The illiquidity of collectible assets can make it difficult to exit investments quickly, especially during market downturns.
  • Fraud and Counterfeiting: The market for collectible assets is susceptible to fraud and counterfeiting, requiring careful due diligence and authentication procedures.

Strategic Analysis:

  • Brand Image: Investing in collectible assets could enhance Merlion's brand image as a sophisticated and innovative investment firm, attracting a wider range of clients.
  • Competitive Advantage: Merlion can gain a competitive advantage by offering unique investment opportunities in collectible assets, differentiating itself from competitors.
  • Long-Term Growth: Investing in collectible assets could contribute to Merlion's long-term growth by tapping into a growing market with significant potential.

4. Recommendations

  1. Phased Approach: Begin with a small allocation to collectible assets, gradually increasing exposure based on market performance and internal expertise development. This allows Merlion to manage risk and gain experience before committing significant capital.
  2. Focus on Fine Art and Luxury Watches: These asset classes offer a balance between potential returns and relative liquidity compared to other collectibles.
  3. Develop Internal Expertise: Hire or train specialists in collectible asset valuation, market trends, and legal considerations. This ensures informed decision-making and mitigates risks.
  4. Establish Clear Investment Criteria: Define specific criteria for selecting collectible assets, including historical performance, market demand, and authentication procedures.
  5. Implement Robust Risk Management: Develop a comprehensive risk management framework to address valuation uncertainty, illiquidity, and fraud risks.
  6. Partner with Specialists: Collaborate with reputable art dealers, auction houses, and watch experts to access specialized knowledge and market insights.
  7. Transparency and Disclosure: Communicate the investment strategy and associated risks clearly to investors, ensuring transparency and informed decision-making.

5. Basis of Recommendations

  • Core Competencies and Consistency with Mission: This recommendation aligns with Merlion's mission to provide innovative investment solutions and enhance client returns.
  • External Customers and Internal Clients: This strategy caters to the growing demand for alternative investments and diversification, attracting new clients and meeting existing investors' needs.
  • Competitors: This strategy allows Merlion to differentiate itself from competitors by offering unique investment opportunities in collectible assets.
  • Attractiveness: While potential returns are uncertain, the historical performance of collectible assets suggests potential for outperformance.
  • Assumptions: This recommendation assumes that the market for collectible assets will continue to grow and that Merlion can develop the necessary expertise to manage these investments effectively.

6. Conclusion

Investing in collectible assets, specifically fine art and luxury watches, presents a compelling opportunity for Merlion Investments to diversify its portfolio, enhance returns, and attract new clients. By implementing a phased approach, developing internal expertise, and managing risks effectively, Merlion can capitalize on the growing demand for alternative investments and secure its long-term growth.

7. Discussion

  • Alternative Options: Merlion could consider investing in other collectible assets, such as rare coins, stamps, or vintage cars. However, these assets may have higher liquidity risks and require specialized expertise.
  • Risks and Assumptions: The key risks associated with this recommendation include valuation uncertainty, illiquidity, fraud, and the potential for market downturns. The success of this strategy depends on Merlion's ability to develop the necessary expertise, manage risks effectively, and navigate market fluctuations.

8. Next Steps

  1. Market Research: Conduct thorough market research to identify specific collectible assets with potential for growth and liquidity.
  2. Expertise Development: Hire or train specialists in collectible asset valuation, market trends, and legal considerations.
  3. Risk Management Framework: Develop a comprehensive risk management framework to address valuation uncertainty, illiquidity, and fraud risks.
  4. Pilot Program: Implement a pilot program with a small allocation to collectible assets to test the strategy and gain experience.
  5. Investor Communication: Communicate the investment strategy and associated risks clearly to investors, ensuring transparency and informed decision-making.
  6. Performance Monitoring: Continuously monitor the performance of collectible assets and adjust the investment strategy as needed.

By taking these steps, Merlion Investments can successfully navigate the world of collectible assets and achieve its goals of diversification, enhanced returns, and long-term growth.

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Case Description

The case describes a fictitious family office (FO), Merlion Investments, and the efforts of a junior family member, Leong Yew Kong, to convince his uncle and his grandfather to make an allocation to collectible assets. Similar to many family offices, Merlion Investments pursues a relatively conservative investment strategy; only 20% of its assets are allocated to riskier opportunities designed to grow the family's wealth. Yew Kong, who has worked diligently under his uncle's guidance for years, wants more responsibility. After doing his own research, Yew Kong believes he has identified an opportunity to carve out his own niche in the portfolio by investing in collectibles. The case is constructed to illustrate the real-world challenge of investing in non-traditional assets, in this instance, collectibles. Background information on five different collectible assets is provided in the case that students can use to discuss a) whether his uncle, Tan Chee Keong, and Merlion Investments should agree to Yew Kong's suggestion, b) which collectibles to invest in and through what vehicle, c) how much capital to allocate, and d) what kind of skills or expertise the team would need to successfully manage these investments.

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