"From the case study above : can soda stream disrupt the carbonated soft drink market?"

1. Write a short explanation for the case study.

Case 1-1: Can Sodastream Disrupt the Carbonated 5 oft Drink Market? "Transportation for carbonated drinks in the world utilizes 100 million barrels of oil every year. That is 20 times the BP disaster that hit the Gulf of Mexico." "T think it is criminal that the industry, led by two big companies, will do anything to protect their antiquated business model. They are generating 35 million bottles and cans every single day in the U.K. alone. World-wide it is one billion bottles and cans, most of which just go to trash, landfill, the oceans or parks. It's insane." -Daniel Birnbaum, CEO of SodaStream International, in a November 2012 interview with The Wall Street Journal. 1 Anna Claire Butler wet her brush, slicked her hair back, and checked her reflection in the mirror. "My first day on Wall Street!" she thought. Five minutes later, she walked briskly down Broadway Avenue to the 86th Street subway station to catch the downtown 1-2-3 train. After a hot and cramped 20-minute subway ride, Anna Claire stepped into the lobby of the bank that housed the midtown Manhattan offices of Keller \& Assoc., her new employer. Later that day, Anna Claire pushed through the crowd waiting for a table to join her best friend, Beth. After the two friends exchanged hellos, Beth said, "What's wrong with you? You look like you were hit by a bus." "Hmm, that is interesting, very interesting," mused Beth. "You know, SodaStream's stock has been on a roller coaster ride in the past couple of weeks." "What are you talking about?" asked Anna Claire. "I'm talking about SodaStream being in play." "Huh?" "An Israeli financial newspaper printed a story about Pepsi being in talks to acquire SodaStream in early June. 2 The stock popped almost 8 percent in pre-market trading the day the story came out, but that was before Pepsi nixed the story the same afternoon. 3 I bet that's the deal your boss is working on," Beth said