PUTTING NEW FIZZ INTO CARBONATED BEVERAGES.

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PUTTING NEW FIZZ INTO CARBONATED BEVERAGES
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PUTTING NEW FIZZ INTO CARBONATED BEVERAGES
Product leadership strategy
The product leadership strategy of company is innovation and introducing new products
in the market as per the needs and benefits of the customers. The main purpose of the brand is
making a difference in the world. As mentioned by Better for You Better for the Planet, (2019),
the company brought transition to the products that are from soft drinks to fizzy water as per the
changes in the consumer habits and preferences. The company has tactically shifted its focus of
marketing to meet the needs and desires of the customers. The machine was launched by the
company that enables its consumers to make their own fizzy or flavored water. The website of
soda stream is very intuitive and designed in an attractive manner. It provides information about
the products offered. The company has also taken initiative to reduce the use of plastic bottle and
introduced a trash system (Block, et al., 2015). The efforts of Soda stream added to the health
benefits as the consumer can have homemade sodas rather than sugar and preservatives added
drinks. This has enabled the company to gain leadership position in the market.
How can the company grow quickly
In order to grow more quickly, the company needs to maintain its product differentiation
strategy and focus on organic growth. For initiating business growth and expansion, Soda stream
can increase the market share of the company. The new and existing products offered by Soda
stream can be sold in the new market (Banker, et al., 2014). The company can consider
expanding the range of products offered by the company. The product line can be increased by
the company, variety of products will provide the customers with varied choices and it will suit

PUTTING NEW FIZZ INTO CARBONATED BEVERAGES
the needs and demands of different types of customers in the market (Pisano, 2015). However,
the company needs high amount research and analyses while expanding its products into the new
market. By penetrating the market, the company can attain growth and expansion quickly.
Therefore, Sodastream provides an example as to how the innovative products has outperformed
the market rivals and helped the company to gain competitive advantage.
How can competitive strategy concept relate to the present course text
According to Pisano, (2015), in the highly competitive business environment, the
company remains highly responsive to the changing business environment, changing needs and
habits of the customers, the cultural changes. This creates new marketing opportunities for the
company and enables it to gain competitive advantage. Soda stream is a source of new and
innovative ideas. It was mentioned by Banker, et al., (2014), the company also considers
localizing with the thorough and in dept analysis of the market’s beverage culture. The
innovative ideas implemented by the company helps to gain competitive advantage. The
company has gained a strong market presence mainly due to its highly competitive and
innovative products. With the implementation of these strategies, the company has a competitive
edge as compared to its rival products. Thus the innovation nd competitive strategies relate to the
present course text.

PUTTING NEW FIZZ INTO CARBONATED BEVERAGES
References
Better for You Better for the Planet. (2019). Retrieved from https://corp.sodastream.com/
Block, J. H., Kohn, K., Miller, D., & Ullrich, K. (2015). Necessity entrepreneurship and
competitive strategy. Small Business Economics, 44(1), 37-54.
D. Banker, R., Mashruwala, R., & Tripathy, A. (2014). Does a differentiation strategy lead to
more sustainable financial performance than a cost leadership strategy?. Management
Decision, 52(5), 872-896.
Pisano, G. P. (2015). You need an innovation strategy. Harvard Business Review, 93(6),
44-54.