SodaStream International Question 2022

SODASTREAM INTERNATIONAL 0
INTEGRATED BUSINESS
ENTERPRISE
Student’s Details-
JULY 28, 2019

SODASTREAM INTERNATIONAL 1
Question 1
SodaStream International is a famous manufacturing company of Israel that sells carbonated
products. The company uses a pressurized cylinder to add carbon dioxide to make carbonated
drinks and is also engaged in making healthier drinks after making collaborations with soda club
(Morton, 2015). The company had used ethical ways in gaining the market share and also the
development of SodaStream brand. Ethical values are defined as the choices that one makes to be
in right direction. Respect, honesty, responsibility and compassion are considered as some of the
ethical values that makes the choices to be right and good. Similarly, ethical values play an
important role in the development of SodaStream brand.
SodaStream have used ethical advertising messages in which they demonstrated that the
consumers can create carbonated soda at home which is healthy instead of the carrying the heavy
bottles of packed beverages. All of the concentrates and flavors of the company were containing
of very less sugar which created their drinks a healthier alternative for the consumers. The
company had made an ethical contribution towards the environment as well. SodaStream had
used reusable plastic bottles and cans which were specially designed and proved to be an
environment friendly step and also led to the sales of the company (Brooke, 2017). The
company successfully gained large customers through their advertising messages which showed
the ethical patterns of the company. Thousands of plastic bottles and cans are thrown away by
the people which can harm the environment and the same can be reduced by using SodaStream.
This proved to be an ethical action for the development of SodaStream brand. The company had
provided lower priced soda to the customers and have also availed carbonation machine through
the customers can make their own beverages at home at a very cheaper rate. Therefore, the
company had used ethical values in the production of the carbonated soda and has also used
reused plastic bottles which have benefitted the customers and have also contributed towards the
environment sustainability (Osland & Luo, 2019).
Question 2
Daniel Birnbaum who was the Chief Executive Officer of SodaStream had successfully grown
the public profile of the company and the CEO had collaborated with top members of Israeli
government and also international NGO in order to take a part in social justice. Birnbaum had