SodaStream Case Study

m Internatio nal Case Study

Dicky Dwijayanto (2401150061) Teu! "ati #ura!a (24011500$%) &euler '!usus 2

,-ecuti+e summary

,-ecuti+e Summary •

Founded 1903 (subsidiary W&A Gibley gin distillers)

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CSD markets is big industry in SA and World

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!ome drink system t"at #an made o$n sel% CSD (Carbonated Soda Drink)

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Daniel irmbaum' C SodaStream' modi*ed #ustomer +alue ,ro,osition

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n t"e range -010.-01-' made re+enue di/eren#e 11 ' better t"an Co#a Cola or 2e,si

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Soda Stream #om,eting $it" establis"ed CSD like Co#a Cola' 2e,si and Dr 2e,,er Sna,,le

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!a+e a slogan 4game #"anger 5' 4re+olutioni6e t"e be+erage industry by redu#ing ,lasti# bottle $aste and being an en+ironmentally %riendly ,rodu#t SodaStream7s +ision is to #reate $orld %ree %rom bottles5

,-ecuti+e Summary •

Firstly' t"is ,rodu#t is %or u,,er #lassed so#iety

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u#king"am 2ala#e is *rst ,la#e t"at buy and using t"is ,rodu#t

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At -0008s' t"e C made a ne$ business model and made a ne$ dire#tion to sell t"is ,rodu#t to any le+el so#iety  "is ,rodu#t' %a#e to %a#e $it" - big brand CSD' Co#a Cola and 2e,si :no+ating ,romotion "as been made to ensure ,eo,le to buy t"is ,rodu#t

.ro/lem Statemen t

.ro/lem Statement ;ot going smoot"ly be#ause<

= n%amiliar $it" gas #ylinder e>#"ange ,rogram = Did not "o$ to gi+e #onsumer a ne$ly *lled = ?a#k o% signi*#ant barriers entry to entry a ,otential SodaStream #om,etitor = @ising "ealt" #on#erns' like obesity' 4natural5 and 4green5 #am,aign

nalysis o acts

4 3&C,S #SIS &:I#I#: (edium) ecause .38,& 3 :S CI#D,& STI 9