Wonder

Research Outline

Prepared for Erez H. | Delivered February 16, 2020

SodaStream's Business Model

Goals

The goal of this research is provide a detailed overview of SodaStream's business model with regard to its revenue, market share, marketing tactics, messaging, and competitive advantage. This research will be used to assess a potential market-entry opportunity. 

Early Findings

RevenueIn the second quarter of 2018, SodaStream generated $171.5 million in revenue, which constituted a 31.3% year-over-year increase. 
In 2017, SodaStream generated $543.37 million in annual revenue.
SodaStream's previous, annual revenue totals for prior years were as follows: 2016 ($476.07 million); 2015 ($413.14 million); 2014 ($511.77 million); 2013 ($562.72 million); 2012 ($436.32 million); and 2011 ($288.95 million). A screenshot of that data graph from Statista is also included in this Google Doc.
 This article provides graphs that breakdown SodaStream's revenue in terms of starter kits and bottles, flavorings, and refills from 2011 into 2018.
Market ShareIn 2018, the market size for "[r]etail sales of carbonated water" in the U.S. exceeded $2.3 billion. Based on that market size, SodaStream has a 23.6% share of the U.S. retail carbonated water market ($543.37 million / $2.3 billion x 100).
Additionally, "the market share of the leading bottled sparkling water brands in the United States in 2019" totaled approximately $564.25 million. That total is slightly higher than SodaStream's 2017 revenue of $543.37 million. 