1. Market Dynamics Impacting Dealer
Marketing Plan
Market Dynamics Impacting Dealer
Business Overview: Current and Historical Trend
Market / Regional Dynamics:
2008
2009 YTD
Growth
Units
Revenue
% Margin
Key Product Market Share:
2007
2008
2009
Growth
ADTs
RDTs
Wheeled Excavators
BHL
Site Dumpers
Mini Excavators
Rollers 1 1

2. Marketing Plan Competitive Context 2 Competitor A Competitor B
Competitor C
Competitor D
Competitor E
2009YTD
vs. ‘08
Mini Excavator
Midi Excavator
Tracked Excavator
RDTs
ADTs
Wheeled Excavator
BHL
Wheeled Loaders <275hp
Wheeled Loaders >276hp 2
Source: 2

3. Dealer Forecast and Drivers
Marketing Plan
Dealer Forecast and Drivers
Unit Forecast by Product Family
2009
2010
2011
2012
ADTs
RDTs
Mini Ex
BHLs
Material Handlers*
Site Dumpers*
Rollers*
Key drivers to deliver forecast: 3 3

4. Dealer Timing, Budget and Evaluation Tracker
Marketing Plan
Dealer Timing, Budget and Evaluation Tracker
Jan
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
£ / €
Activity 1
Activity 2
Activity 3
Activity 4
Activity 5
Activity 6
Monthly evaluation of success criteria 4 4