Memorandum Non-alcoholic beverages industry has been enjoying impressive popularity among the general audience and seems to have been around for eternity. With brand names like Coca Cola and Pepsi, there seems to be quite little room for a new entrance into the global market. Nevertheless, the SodaStream Company is currently doing relatively well in the global environment. The overall score that the company has made on the IFEM assessment makes 3.52. This is clearly a passable level of internal capacities for an organization of the SodaStream’s scale. A good understanding of the perks that international partnership has to offer and, therefore, the ability to put these advantages to proper use can be considered the key strength of the SodaStream Company. Moreover, the financial policy of the company is beyond impressive, especially when compared to the approaches adopted by Coca-Cola and Pepsi. The EFEM score of the organization equals 3.52, as the assessment has shown. The results can be attributed to the fact that SodaStream has been incorporating an array of media tools into the design of its promotion campaigns. The key opportunity, which the organization faces in the global market, is becoming a corporate giant in the non-alcoholic beverage production industry, whereas the failure to beat the opponents and reach the top of the economic Olympus can be interpreted as the key threat. Introduction and Overview The SodaStream Company was founded in 1903 by Guy Gilbey and had been displaying a rather impressive performance ever since. Even though competing with Coca Cola and PepsiCo, the corporate giants on the industry have been very challenging, SodaStream managed to survive to see the day when the power of the two key rivals subsided. Traditionally referred to as liquid refreshment beverages, the non-alcoholic beverage industry blooms in the United States. SodaStream, an Israel-based organization producing the beverage in question, has developed an efficient business model in order to retain its revenues, yet increasingly high competition rates may jeopardize its success. The history of the non-alcoholic beverage industry is rather memorable, especially when viewing it from the perspective of the companies located in the United States. Coca Cola, Inc., along with PepsiCo, has been calling the shots in the specified area for quite long, which means that SodaStream is most likely to face tough competition in the specified area. Despite the aforementioned difficulties, which the company is fighting at present, it can be assumed that SodaStream is currently in its Expansion stage of the company life cycle. Seeing that the organization is planning to expand in the U.K. market, it is reasonable to suggest that the period of growth is still ahead of it. Mission, Goals and Current Strategies At present, the provision of high-quality services to a wider range of customers can be considered the key mission of the organization. Consequently, further expansion into the global market can be viewed as the current goal of the organization. In addition, the company clearly aims at beating competitive rivals. In order to attain the above-mentioned goals, SodaStream utilizes a range of strategies, the key ones involving active use of social med