Professional Writing Samples by Theo Johnson

Theo Johnson August 8 th , 2020 Marketing 3052 Case Analysis: Whiskey and Cheddar               Caesan Cheese Cooperative is relatively small, family owned, Wisconsin based Cheese producer generating $50 million in revenues almost entirely through retail channels where their award winning Irish influenced American cheeses are available.  Their results in taste tests and competitions leave no doubt about the quality of their product but the company faces a serious business problem.  Succinctly put, Caesan faces low return on share holder equity because of low gross margins.  Caesan’s cheese is well received by “Foodies” and “Socially Conscious” Consumers but brand awareness is low.  With pressure from their retail channel partners to further lower prices and frequent retail discounting, this small player in a fragmented industry with low margins and little bargaining power has to find a way to create more value for their customers that they can capture with a higher price point and larg

Theo Johnson 8/8/2020 Marketing 3052 Case Analysis: Underarmour               Under Armour recently surpassed Adidas as the number 2 athletic apparel company.  It was able to surpass Under Armour on the strength of its massively successful “I Wil What I Want” campaign that grew their sales revenue from woman by $140 million on a $16 million dollar marketing spend.  The founder, Robert Plank, would not be complacent with his success with the goal of surpassing Nike to control the number one position in the athletic apparel market.  In a time when viral online marketing has proven successful, most viral online videos do not feature celebrities and major brands have been damaged when their celebrity endorsers face public relations crisis, Robert Plank has to decide on his next marketing campaign.               In planning its next marketing campaign, Under Armour has several decisions to make. It needs to decide whether it should it should continue focusing on targeting woman, target men