1. Emerging Future REMEA Sales Meeting 2011 – Turkey Welcome & outlook Asier Espel

2. 2 Index Welcome Evidence of Success for this meeting Our company strategy, what is expected from each one of us, by J.P.Hackett How REMEA supports our company strategy Globally Integrated Enterprise (GIE) New landscape & changes (customers attitude, price pressure, Steelcase position) Our positioning in the market, knowledge experts Our sales focus, REMEA 2.0 project

3. 3 Welcome to…. New REMEA members since our last Sales meeting (May 2009)

4. 4 Branimir Valicevic Zoltan Petro Guido Tanzi Erne Banlasan Andreia Laucevicius Abdul Rahman Mokayed Nicolas Leonard Ghita Setouani Zineb Rami Salma Zerhouni Ahmed Bouabid

5. 5 Raja Fakhouri Ahmad Zankar Christophe Hoffmann Cyrielle Delacourt Bob Barsoum Ilona Maier Shiva Amri Nathalie Brettnacher Feriel Larabi Vladimir Sennikov Charis Philippou

6. 6 Changes in the REMEA Management team Stéphane Lamouille Now back in France from Morocco Raphaël Tirat… from Distribution Strategy to Africa Sales Stéphane Lafarge now leading France David Hudowski from OPS to Distribution Strategy Philippe Pereira from our French leadership team to lead Central Europe

7. 7 Current REMEA management team Philippe Pereira Sales Director, Central Europe Olivier Bouvet Sales Director, NESE Paulo Carmini Sales Director, Middle East Raphael Tirat Sales Director, Africa Christian Daul Marketing Director, REMEA David Hudowski Distribution Development Director, REMEA Olivier Beaujean Finance Controller, REMEA Karin Vidic, HR Director, EMEA Asier Espel Vice President, Rest of Europe, Middle East and Africa (REMEA)

8. 8 Current REMEA management team Philippe Pereira Sales Director, Central Europe Olivier Bouvet Sales Director, NESE Paulo Carmini Sales Director, Middle East Raphael Tirat Sales Director, Africa Christian Daul Marketing Director, REMEA David Hudowski Distribution Development Director, REMEA Olivier Beaujean Finance Controller, REMEA Karin Vidic, HR Director, EMEA Asier Espel Vice President, Rest of Europe, Middle East and Africa (REMEA)

9. 9 Special welcome to…. Guests from Corporate functions, that help and support us on a daily basis, and from another emerging area of the world… A&D UK Credit GCC – GCCe Latin America & Caribbean Legal Marketing Communications Marketing Products Operations Steelcase University GR

10. 10 Index Welcome Evidence of Success for this meeting Our company strategy, what is expected from each one of us, by J.P.Hackett How REMEA supports our company strategy Globally Integrated Enterprise (GIE) New landscape & changes (customers attitude, price pressure, Steelcase position) Our positioning in the market, knowledge experts Our sales focus, REMEA 2.0 project

11. 11 Evidence of Success for this meeting(EOS) You celebrate the results and achievements You learn… we have included significant amount of time for trainings You understand where we are going as a company and as a region You communicate, exchange and build connections with your colleagues You come out of this meeting energized and with a clear understanding on what is expected from you

12. 12 Index Welcome Evidence of Success for this meeting Our company strategy, what is expected from each one of us, by J.P.Hackett How REMEA supports our company strategy Globally Integrated Enterprise (GIE) New landscape & changes (customers attitude, price pressure, Steelcase position) Our positioning in the market, knowledge experts Our sales focus, REMEA 2.0 project

13. 13 Our company strategy, what is expected from each one of us, by Jim Hackett Jim Hackett, President and CEO

14. 14 Index Welcome Evidence of Success for this meeting Our company strategy, what is expected from each one of us, by J.P.Hackett How REMEA supports our company strategy Globally Integrated Enterprise (GIE) New landscape & changes (customers attitude, price pressure, Steelcase position) Our positioning in the market, knowledge experts Our sales focus, REMEA 2.0 project

15. 15 How REMEA supports our company strategy Insights : - Research: Morocco and Russia Office code - Saudi Arabia market analysis - Sharing with our customers Experience: - Delivering a great customer experience in our sales discussions - Mockup Experience - Operations - Credit - ARC approach Growth: - In the Middle East, expanding our team and to vertical markets - Central Europe: expanding our market coverage and into vertical segments - NESE: growth strategy for East Med, CIS and italy - Africa: growing and adapting our business model Fitness: - Building the business management infrastructure - Integrating the Globally Integrated Enterprise structure - Reshaping our sales structure to allow more time in front of customers

16. 16 Index Welcome Evidence of Success for this meeting Our company strategy, what is expected from each one of us, by J.P.Hackett How REMEA supports our company strategy Globally Integrated Enterprise (GIE) New landscape & changes (customers attitude, price pressure, Steelcase position) Our positioning in the market, knowledge experts Our sales focus, REMEA 2.0 project

17. 17 Globally Integrated Enterprise (GIE) Term Not invented by Steelcase Close to 100,000 references in Google about it Term created by IBM’s CEO, Sam Palmisano: Wikipedia: “The globally integrated enterprise is a term coined in 2006 by Sam Palmisano, CEO of IBM Corp, used to denote a company that fashions its strategy, its management, and its operations in pursuit of a new goal: the integration of production and value delivery worldwide. State borders define less and less the boundaries of corporate thinking or practice” Not new at Steelcase, as we have grown Globally so has our organization, now we are taking it to a step further

18. 18 Our “past” Steelcase Inc Organization President & CEO Global OPS Global Legal Global HR Global Finance NA Sales, MKG and Distribution EMEA Sales, MKG and Distribution APAC Sales, MKG and Distribution

19. 19 President & CEO Global OPS Global Legal Global HR Global Finance NA Sales, MKG and Distribution EMEA Sales, MKG and Distribution APAC Sales, MKG and Distribution Our “past” Steelcase Inc Organization “…State borders define less and less the boundaries of corporate thinking or practice…”

20. 20 President & CEO Global OPS Global Legal Global HR Global Finance Sales, MKG and Distribution APAC Sales, MKG and Distribution EMEA The Americas GCC Product Marketing Com Marketing Design Global Project Management TurnstonePolyvision Our “new Global” Steelcase Inc Organization

21. 21 President & CEO Global OPS Global Legal Global HR Global Finance Sales, MKG and Distribution APAC Sales, MKG and Distribution EMEA The Americas GCC Product Marketing Com Marketing Design Global Project Management TurnstonePolyvision Jim Mitchell Eddy Schmitt Guillaume Alvarez Allan Smith Gale Moutrey James Ludwig Robert Grooters Bob Crain Kevin Kuskee Jim Keane

22. 22 Index Welcome Evidence of Success for this meeting Our company strategy, what is expected from each one of us, by J.P.Hackett How REMEA supports our company strategy Globally Integrated Enterprise (GIE) New landscape & changes (customers attitude, price pressure, Steelcase position) Our positioning in the market, knowledge experts Our sales focus, REMEA 2.0 project

23. 23 New landscape & changes (customer attitude, price pressure, Steelcase position) Growing Global approach from customers… therefore reinforced Steelcase approach through GCC Price remains important as a buying criteria BUT customers experience challenges with their workplaces to adapt to current business environments and WE CAN HELP! We need to ask the right questions, understand our customer’s needs and challenges and leverage our knowledge and solutions as a differentiator Technology is transforming the way people work We are investing in our research, in new solutions, new vertical segments and your development Monitor and plan for current situation in Northern Africa and the Middle East You play a key role in front of our customers, delivering our core messages and value proposition

24. 24 Index Welcome Evidence of Success for this meeting Our company strategy, what is expected from each one of us, by J.P.Hackett How REMEA supports our company strategy Globally Integrated Enterprise (GIE) New landscape & changes (customers attitude, price pressure, Steelcase position) Our positioning in the market, knowledge experts Our sales focus, REMEA 2.0 project

25. 25 Our positioning in the market, knowledge experts We stand for our purpose to provide a better work experience wherever work happens We do not stand by products but solutions We are in a unique position to differentiate ourselves through our research and tools (Inspiration Office, Harder Working Spaces, leveraging complexity in an interconnected world) We have a unique Global positioning in the industry We have strong company values and business ethics

26. 26 Index Welcome Evidence of Success for this meeting Our company strategy, what is expected from each one of us, by J.P.Hackett How REMEA supports our company strategy Globally Integrated Enterprise (GIE) New landscape & changes (customers attitude, price pressure, Steelcase position) Our positioning in the market, knowledge experts Our sales focus, REMEA 2.0 project

27. 27 Our sales focus, REMEA 2.0 project It is our role to transfer the knowledge to our customers For that we need to be in front of customers Eliminate the distractions that prevent us from doing so Not being “connectors” between Steelcase and our dealers Having resources in place to support our dealers and sales efforts The management team is working on the next version of our sales organization, with your support, to allow us to do so and have more time “on the air” with end customers

28. 28 Thank you for everything you do and the results of last year!