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Territory Highlights Competitor Analysis Customer Analysis Mix Analysis Market Share / Sales Plan

Aerospace & Distribution Sales Meeting Flat Rolled Products Dan Fulton Southwest Kalamazoo, MI October 11 – 13, 2011. Flat Rolled Products: Discussion Outline. Territory Highlights Competitor Analysis Customer Analysis Mix Analysis Market Share / Sales Plan.

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Territory Highlights Competitor Analysis Customer Analysis Mix Analysis Market Share / Sales Plan

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  1. Aerospace & DistributionSales MeetingFlat Rolled ProductsDan FultonSouthwestKalamazoo, MIOctober 11 – 13, 2011

  2. Flat Rolled Products: Discussion Outline • Territory Highlights • Competitor Analysis • Customer Analysis • Mix Analysis • Market Share / Sales Plan

  3. Distribution & Aerospace Sales Territories NL Canada BC AB PQ SK MB ON ME WA MT ND MN NY OR WI MI SD ID WY PA IA OH NE IL IN NV Bottke WV VA UT CO CA KS KY MO Klinger NC TN OK SC Bryant AZ AR NM Pacheco GA AL MS Odom LA TX Fulton FL Mahan Ellsworth Mexico Sales Offices 05-2011

  4. Territory Highlights States Cities Headquarters Branches • Bralco • C&B • Castle • Coast • EMJ • IMS • Marmon Keystone • MetalCenter • Morris Metals • Reliance • Ryerson • Trident • Western States • AZ • CA • NM • TX • Phoenix • Los Angeles • Albuquerque • Dallas • Bralco • IMS • Trident

  5. Territory Highlights

  6. Territory Highlights

  7. Flat Rolled ProductsTerritory Review

  8. Flat Rolled Products: Discussion Outline • Territory Highlights • Competitor Analysis • Customer Analysis • Mix Analysis • Market Share / Sales Plan

  9. Flat Rolled Products: Competitive Analysis

  10. Flat Rolled Products: Competitive Analysis Alcoa • Excellent quality • Provides T6 plate up to 16” thick • Well established with Semi-Con market • Product Focus

  11. Flat Rolled Products: Competitive Analysis Constellium • HQ: Paris, France Ravenswood, WV • $4.4 Billion in Revenue 9,500 Employees • Aerospace, Defense, Transportation, Electronics, Semi-Conductor, Solar, Mechanical Engineering, Packaging, Marine, and Distribution • Aerospace: Airware (2098)-Higher Stiffness and Better Tolerance Control • Transportation: Diamal-Pre-Painted Coil for Roof and Side Panels • Marine: Sealium-Marine alloys for fast ferries, landing craft, & Yachts

  12. Flat Rolled Products: Competitive Analysis Aleris • Markets: Aerospace, Automotive, B&C, Container, Packaging, Military, Defense and Transportation • More than 6500 employees • Mill Finish and Painted Products up to 160” • Ashville, OH: (1971 Reynolds) B&C • Buckhannon, WV: (1999 AE, Inc.) Electrical Conductor Industries • Clayton, NJ: (1970) Re-rolling & Finishing light gauge coiled sheet N-H-T • Lewis Port, KY: (1964) DC Casting Rolled Sheet (Bare and Coated) • Richmond, Va.: (1959) B&C 3025 Mill Finish Sheet • Roxboro, NC.: (1958) B&C Coil Coating Facility • Uhrichsville, OH: Continuous Casting Flat Rolled Sheet B&C, Auto, Distribution & Consumer Durables. (2) Recycling Facility

  13. Flat Rolled Products: Competitive Analysis Hulamin • Markets: Semi-Conductor, Automotive, Heat Exchangers, Electronics, Stamping, Circles for cookware & lighting, Marine, Pilfer-Proof Packaging, Tread-Bright for the Toolbox Market • Alloys: 1X, 2X, 5X, 6X and Composites – AA, EN, JIS Lloyds, DNV and ABS • ISO 9001 and ISO/TS 16949 • Locations: Edendale and Camps Drift, Pietermaritz, SA • State of the Art Conventional Flat Rolled Mill • Direct Chill, Remelt, Hot, Cold, and Foil Rolling Mills • Finish: Coil Coating, Slitting, C-T-L, Cleaning & Tension Leveling, Circle Blanks, and Foil Finishing

  14. Flat Rolled Products: Discussion Outline • Territory Highlights • Competitor Analysis • Customer Analysis • Mix Analysis • Market Share / Sales Plan

  15. Flat Rolled Products: Customer Analysis

  16. Flat Rolled Products: Customer Analysis

  17. Flat Rolled Products: Customer Analysis

  18. Flat Rolled Products: Customer Analysis

  19. Flat Rolled Products: Discussion Outline • Territory Highlights • Competitor Analysis • Customer Analysis • Mix Analysis • Market Share / Sales Plan

  20. Flat Rolled Products: Mix Analysis

  21. Flat Rolled Products: Mix Analysis

  22. Flat Rolled Products: Mix Analysis

  23. Flat Rolled Products: Discussion Outline • Territory Highlights • Competitor Analysis • Customer Analysis • Mix Analysis • Market Share / Sales Plan

  24. Flat Rolled Products Sales Enablers • Kaiser’s Brand Name • Kaiser Select • Strong Market Demand • Breath of Product Offering • Technical Support • Developmental Resources • Experienced Inside Sales Team

  25. Flat Rolled Products Sales Prohibitors • Current Market Demand is Consuming Capacity • Depleted Depot • Sheet Flatness and Surface Issues

  26. Flat Rolled Products Kaiser 2011 Strategy • Provide training on the benefits of the TrentwoodSelect products • Value Proposition selling of other Kaiser products with the Trenwtwood products • Continue follow up on quotes • Capitalize on the “Kaiser only” position

  27. Flat Rolled Products Kaiser 2012 Strategy • Penetrate Target Accounts • Focus on Branch Sales • Focus on Distribution Sales Arm • Create Pull for Kaiser Select • Joint Sales Calls • Continue awareness of The Value Proposition • Be a Source of Information for Marketing

  28. Flat Rolled Products: Strategy 2012 Key Growth Objectives Distributors Name2011 Sales Volume2012 Sales Goal • Distributors Name • Distributors Name • Distributors Name • Distributors Name • Distributors Name • Distributors Name • 5,000,000 lbs • 3,000,000 lbs • 1,000,000 lbs • 500,000 lbs • 200,000 lbs • 200,000 lbs • 5,000,000 lbs • 3,000,000 lbs • 1,000,000 lbs • 500,000 lbs • 200,000 lbs • 200,000 lbs

  29. Flat Rolled Products: Market Share 2010 2008 2009 2011 Proj 2012 Proj

  30. Flat Rolled Products: Market Share 2010 2008 2009 2011 Proj 2012 Proj

  31. Flat Rolled Products: Market Share 2012 Proj 2009 2008 2010 2011 Proj

  32. Flat Rolled Products: Market Share 2012 Proj 2009 2008 2010 2011 Proj

  33. Flat Rolled Products: Market Share 2012 Proj 2011 Proj 2010 2009 2008

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