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Case
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Reference no. 9B14M038
Prize winner
Authors:
Published by:
Ivey Publishing (2014)
Version:
2014-04-24
Length:
11 pages
Data source:
Published sources
Abstract:
SodaStream International Limited is an Israel-based company that pioneered the home carbonation market. It sells soda makers that enable the consumer to prepare at home sparkling water or a variety of flavoured carbonated beverages. After its initial public offering in 2010, its chief executive officer sought to aggressively grow the company and set a $1 billion revenue target (from 2012 revenues of $436.32 million) by principally focusing on the US market, the largest in the world for non-carbonated beverages. In addition to going up against global beverage behemoths, Coca-Cola Company and PepsiCo - whose advertising budgets alone are five to eight times SodaStream's revenues - SodaStream faces new competitors in Green Mountain Coffee Roasters and Primo Water Corporation, who pose a direct challenge to its ambitious goal.
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