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N.A . Distribution & Aerospace Sales

N.A . Distribution & Aerospace Sales. Chuck Strong Vice President – Sales Distribution & Aerospace North America March 1, 2012. 2011 Review 2009-2012 - Trends Flat Rolled Products Hard Alloy Extrusions Soft Alloy Extrusions Hard Alloy Tubing 2012 Initiatives.

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N.A . Distribution & Aerospace Sales

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  1. N.A. Distribution & Aerospace Sales Chuck Strong Vice President – Sales Distribution & Aerospace North America March 1, 2012

  2. 2011 Review 2009-2012 - TrendsFlat Rolled ProductsHard Alloy ExtrusionsSoft Alloy ExtrusionsHard Alloy Tubing2012 Initiatives Ops Review: North America Sales

  3. 2011 Review Flat Rolled Products Spread Dollars by Customer • Total Spread Dollars = down 6% YOY to $232.93 MM • Top 10 Accounts = down 2% YOY to $189.92 MM • Aerospace customers deliver growth • AMI, Boeing, Samuels, Castle, Sunshine • 6X plateshare declines with OTD focus on aero& decline in semi-conductor demand • Rel. Union City - down XX % • Samuel- down XX % • Coast - down XX % • XX – Will is pulling data 3

  4. 2009-2012 Trend Flat Rolled Products Spread Dollars by Customer • Top 10 accounts= up XX% YOY to $XX MM • Aerospace Drives Growth(plate & sheet) • AMI – up XX • Boeing – up 25% • Castle – up 67% • 6Xplate – Positioned for Growth • Coast - Select® Semi-conductor • Reliance (Union City) - Select® Semi-conductor • C&B/ThyssenKrupp – strategic fit and the value of Select® products • Ryerson – “marketing partners” drives CEO’s strategic commitment 4

  5. HAE Products Spread Dollars by Customer 2011 Review • Total spread dollars = up 1% YOY to $64.5 MM • Top 10 accounts = up 2% YOY to $55.9 MM • Growth from key accounts • TW – up 59% • Bralco – up 33% • Sunshine – up 59% • Lost share with two accounts • Yarde – down (-48.0 %) • Castle – down (-22.4%) 5

  6. HAE Products Spread Dollars by Customer 2009-2012 Trends • Top 10 accounts = up 14.1% YOY to $63.8 MM • Strong Growth Trend with Key Accounts • EMJ – up 14.6% • Central – up 15.2% • Gain back lost share with target accounts • Castle – up 37% • Yarde – up 59.6% 6

  7. 2011 Review SAE Products Spread Dollars by Customer • Total Spread Dollars = up 22% YOY to $99.4 MM • Top 10 Accounts = up 28% YOY to $59.59 MM • Service Gaps Drive Share Loss • EMJ – long lead times & OTD • Ryerson – Dresser Shapes • Growth trends support 2012 plan • Kalamazoo/LAX MFG Support • Select® Launches – SPR & Manifold • Select® Training – 463 participants • EMJ, C&B, Alro, IMS – share gain 7

  8. 2009-2012 Trends SAE Products Spread Dollars by Customer • Top 10 accounts = up 11% YOY to $66.23 MM • Growth driven by mfg support, value propositions & Select® • EMJ – up 14% • Alro – up 17% • C&B – up 19% • Coast – up 9% • Seamless extruded tube share maintained – TW and Marmon • New Target Customers Positioned for Growth • Ryerson and OEM’s • Driven by Select® Products 8

  9. 2011 Review HAT Products Spread Dollars by Customer • Total Spread Dollars = up 9% YOY to $25.6 MM (47% of total = TW) • Top 10 Accounts = up 14.4% YOY to $22.4 MM • Aerospace and ball bat drive growth • TW – up 19% • Future Metals – up 46% • Vari- Wall – up 47% • Maverick Lacrosse – up 82% 9

  10. 2009-2012 Trends HAT Products Spread Dollars by Customer • Top 10 accounts – up 4.4% YOY to $26.92 • Growth driven by aerospace demand and share gain • TW - aero • Future - aero • EMJ – target for share gain • TW and Future – require improved surface quality for aero customers • Vari-wall (ball bat) - steady in 2012 10

  11. 2011 Review Fabricated Products Spread Dollars by Customer • Total spread dollars = up XX% YOY to $371.2 MM • Top 10 accounts = up XX% YOY to $245.7 MM • Aerospace customers deliver growth • Samuels – up 23%, Sunshine – up 23%, AMI – up 7%, Boeing – up 6% • Industrial demand drives growth • EMJ – up XX% , Alro – up XX%, C&B – up XX% 11

  12. 2009-2012 Trends Fabricated Products Spread Dollars by Customer • Top 10 accounts - up YOY by XX % to $XX MM • Aerospace demand drives growth • AMI –up XX% • Boeing – up 25% • Samuels – up XX% • TW – up XX % • MFG performance (Tennalum & Kalamazoo/LAX), Select® products and value propositions deliver growth • EMJ – up XX% • C&B – up XX% • Alro – up XX% 12

  13. Summary - 2011 • 2011 • Select® training completed – 463 participants • MAPS training completed - 368 participants • Aerospace growth drives FRP sales • AMI, Boeing, Samuels, Castle & Sunshine Metals • Momentum gained in SAE R&B sales • C&B, Alro, and IMS • HAE – established path to re-gain lost share at Castle in 2012 • HAT - customer growth driven by Aerospace (TW and Future) and new spec design specs for ball bat (Vari-wall and Maverick Lacrosse) 13

  14. 2012 Key Initiatives (continued) • Execute the 2012 plan • FRP - • 2/7 plate committed to AMI, Boeing, Samuels, etc. • Gain 6X plate share with Ryerson, Yarde and Others • HAE – Deliver growth objectives with Castle and Yarde • SAE - Add 16 mm lbs of Share Gain with EMJ, C&B, Alro, Ryerson and Others • HAT - capture aerospace driven demand at TW and Future • Focus on key strategic customer’s • Strategic Meeting Plan – confirm alignment & build relationships • Customer Plant Visits - Yarde, C&B, Bralco, EMJ and others 14

  15. 2012 Key Initiatives (continued) • Value Added Selling • Increase Select® & MAP’s Training by XXX participants • RSM “Case Study” Development • Presentation Skill Training • Improve Use of Marketing Resources • Sales Organization • Add South East RSM (Jim Roshelli Begins 2/28/12) • Improve RSM Ownership of Corporate Accounts • Focus on “Keeping Score” Daily on Key Accounts • Review Key Customer Results in-depth Quarterly 15

  16. Summary • 2011 • 831 participants - Select® & MAPS training • FRP and HAT – growth via aero with Boeing, AMI, Samuels, TW • HAE – growth driven by TW, Bralco and Sunshine Metals • SAE – significant share growth with Alro, C&B and IMS • 2012 initiatives • Execute the 2012 plan - work closely with marketing and “keep score” of results daily • Value Selling – • Select® & MAPS training plus RSM technical training • case study development & presentation skill improvement • Strengthen the sales team - new SE region sales person 16

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