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Critical to meeting our aspirations of realizing sustainable SVA growth through global expansion

Needed to serve a diverse set of global customers more effectively

Deep Customer Understanding (DCU) - Understanding our customers’ most important local needs, and translating these into winning products and services better than any competitor

Deliver Customer Value (DCV) - Profitably translating our customers’ needs into products and services at prices our customers are willing to pay

World-Class Distribution System - Enabling our customers around the world to participate in the unique John Deere Experience by developing world-class channels of dealers that are professional, profitable and sustainable businesses, oriented to the customer, aligned with John Deere and achieving market preeminence

Grow Extraordinary Global Talent - Enabling preeminent customer value and business results through extraordinary leaders and engaged employees delivering aligned high-performance teamwork globally

19

| Deere & Company

| August 2011

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