natgillin/translations-raw huggingface dataset:
Article 1 of the marketing services agreement, relating to its object, stipulates that ‘this agreement is based on Ryanair’s commitment to operate an air service between Angoulême airport and London. The initial schedule of flights will be three flights a week during the spring/summer period, unless it is impossible due to force majeure’.
U članku 1. Ugovora o marketinškim uslugama koji se odnosi na predmet Ugovora navedeno je da se „ovaj Ugovor temelji na obvezi društva Ryanair da upravlja zračnom linijom između Zračnih luka Angoulême i London. Prvotnim su programom letova obuhvaćene tri zračne linije tjedno u razdoblju proljeće/ljeto, osim u slučaju nemogućnosti uzrokovane višom silom”.
The Commission also notes that certain clauses of the marketing services agreement make direct reference to Ryanair, to the point of considering it as a party to the agreement, even though the consensus was reached between SMAC and AMS.
Komisija, nadalje, zamjećuje da se neke odredbe Ugovora o marketinškim uslugama izravno pozivaju na Ryanair do te mjere da ga smatraju ugovornom strankom, iako su se službeno sporazumjeli SMAC i AMS.
For example, Article 7 of the marketing services agreement provides that ‘if the agreement is terminated by Ryanair at any time before the end of the third year of the agreement, Ryanair shall pay a penalty of EUR 50 000 for the fourth year and EUR 25 000 for the fifth year, in proportion to each year and to the flight schedule’.
Tako je, primjerice, u članku 7. Ugovora o marketinškim uslugama navedeno da će „Ryanair, ako raskine Ugovor u određenom trenutku prije isteka treće ugovorne godine, sindikatu SMAC platiti ugovornu kaznu od 50 000 EUR za četvrtu godinu te 25 000 EUR za petu godinu, razmjerno svakoj godini i programu letova”.
Furthermore, the presentation report sent to the tenders committee states that SNC-Lavalin proposed to launch a new route to the British Isles in 2013 operated by a low-cost airline if SMAC granted the marketing aid requested, which it put at EUR 30-35/passenger departure.
Osim toga, u uvodnom izvješću dostavljenom povjerenstvu za provedbu javnog natječaja navedeno je da SNC-Lavalin predlaže otvaranje nove zračne linije u 2013. kojom će upravljati niskotarifni zračni prijevoznik prema britanskim otocima „ako SMAC pristane na tražene marketinške potpore koje procjenjuje na 30 do 35 EUR po putniku u odlasku”.
Therefore these arrangements establish a link between the choices made in the management of Angoulême airport and the marketing services agreement.
Ovim se odredbama uspostavlja veza između izbora donesenih u upravljanju Zračnom lukom Angoulême i Ugovora o marketinškim uslugama.
Ryanair’s assertion made in the course of the present procedure that the marketing services agreement concluded between the airport and AMS was not intended to increase the occupancy rate of flights operated by Ryanair on the Angoulême-London route cannot call that conclusion into question.
Tvrdnja društva Ryanair u okviru ovog postupka prema kojoj svrha sklapanja Ugovora o marketinškim uslugama između Zračne luke i društva AMS nije bila povećati stopu popunjenosti letova kojima upravlja Ryanair na liniji Angoulême – London ne bi smjela dovesti u pitanje ovaj zaključak.
The purpose of the marketing agreement was to provide advertising space on the Ryanair website in order to promote Angoulême as a travel destination among visitors to the Ryanair site and hence among the customers of the airline.
Predmet Ugovora o marketinškim uslugama bilo je davanje promidžbenog prostora na web-mjestu društva Ryanair za promicanje Angoulêmea kao odredišta putovanja među posjetiteljima web-mjesta društva Ryanair, a time i klijentima ovog zračnog prijevoznika.
Assuming Ryanair’s claim to be true and that the marketing agreement was unlikely to increase the number of passengers carried by Ryanair to/from Angoulême, it is difficult to understand what the advantage for the airport could be in concluding a marketing agreement of this kind.
Pod pretpostavkom da je tvrdnja društva Ryanair istinita i da se marketinškim ugovorom nije trebao povećati broj putnika koje Ryanair prevozi u/iz Angoulêmea, teško je razumjeti koji je interes Zračna luka mogla imati za sklapanje takvog marketinškog ugovora.
Accordingly, the costs associated with the marketing services agreement were, for SMAC, attributable to the opening of the route between Angoulême and London Stansted.
Prema tome, troškovi povezani s Ugovorom o marketinškim uslugama mogli su se, u pogledu sindikata SMAC, pripisati otvaranju zračne linije između Zračnih luka Angoulême i London Stansted.
From SMAC’s point of view, the benefits of the agreement could derive only from additional revenues linked to the passenger traffic on the Angoulême-London Stansted route, which was the only route operated by Ryanair to Angoulême airport.
Sa stajališta sindikata SMAC, koristi od tog Ugovora mogle bi se izraziti samo dodatnim prihodima povezanima s putničkim prometom na liniji Angoulême – London Stansted koja je bila jedina linija na kojoj je Ryanair poslovao iz Zračne luke Angoulême.
The marketing services agreement is therefore inseparable from the airport services agreement concluded in parallel and the air transport services that constitute its subject-matter.
Ugovor o marketinškim uslugama stoga je neodvojiv od Ugovora o uslugama zračne luke koji je istodobno sklopljen te od usluga zračnog prijevoza koje su predmet tog Ugovora.
The facts presented above show, moreover, that, in the absence of the routes in question (and hence of the airport services agreement relating to them), the marketing services agreement would not have made sound economic sense for Angoulême airport and consequently would not have been concluded.
Iz prethodno iznesenih činjenica tim više proizlazi da kada ne bi bilo dotičnih zračnih linija (a time ni Ugovora o uslugama zračne luke na koje se odnosi), Ugovor o marketinškim uslugama ne bi nikako bilo moguće razumno gospodarski obrazložiti u pogledu Zračne luke Angoulême te stoga ne bi bio sklopljen.
At that time, Ryanair was the only large airline that was flying to the airport and that could have increased traffic.
Ryanair je tada bio jedini veliki zračni prijevoznik koji je letio u tu Zračnu luku i koji je mogao povećati promet.
If the airport wanted to promote traffic on other routes served by Ryanair’s competitor airlines, it is reasonable to assume that it would not have advertised on Ryanair’s website.
Da je Zračna luka željela promicati promet drugih zračnih linija na kojima posluju drugi zračni prijevoznici, konkurenti društva Ryanair, bilo bi razumno misliti da se Zračna luka ne bi oglašavala na web-mjestu društva Ryanair.
As mentioned above, the marketing services agreement explicitly states that it stems from Ryanair’s commitment to operate an air service between Angoulême airport and London Stansted and it provides, moreover, for marketing services that are essentially intended to promote that route.
Naime, kako je prethodno navedeno, u Ugovoru o marketinškim uslugama izričito je navedeno da proizlazi iz obveze društva Ryanair da upravlja zračnom linijom između Zračnih luka Angoulême i London Stansted te su, nadalje, predviđene marketinške usluge čiji je glavni cilj osigurati promicanje te zračne linije.
In conclusion, in view of the foregoing, the Commission considers that the marketing services and airport services agreements (‘the 2008 agreements’), which form a single transaction, should be analysed jointly in order to determine whether they constitute State aid.
Zaključno, s obzirom na prethodno iznesene elemente, Komisija smatra da treba zajedno analizirati Ugovor o marketinškim uslugama i Ugovor o uslugama zračne luke (dalje u tekstu: „Ugovori iz 2008.”), koji predstavljaju jednu transakciju, kako bi utvrdila predstavljaju li državnu potporu.
The benefits that an MEO could have expected to gain from the marketing services agreements and the price that it would have been willing to pay for these services
Koristi koje je subjekt u tržišnom gospodarstvu mogao očekivati od Ugovora o marketinškim uslugama i cijene koje je bio spreman platiti za te usluge
In order to be able to apply the MEO principle to the case in point, the behaviour of CCI Angoulême and SMAC as signatories of the 2008 agreements must be compared with that of a hypothetical MEO in charge of operating Angoulême airport.
Radi primjene načela subjekta u tržišnom gospodarstvu u ovom slučaju, treba usporediti ponašanje komore CCI-Angoulême i sindikata SMAC kao potpisnika Ugovora iz 2008. s ponašanjem pretpostavljenog subjekta u tržišnom gospodarstvu koji upravlja Zračnom lukom Angoulême.
In analysing the transaction in question, an assessment should be made of the benefits that this hypothetical MEO, motivated by the prospect of profits, could gain from the marketing services.
Analizirajući tako utvrđenu transakciju, treba procijeniti koristi koje bi taj pretpostavljeni subjekt u tržišnom gospodarstvu, vođen izgledima za profitabilnost, mogao očekivati od marketinških usluga.
This analysis should not take into account the general impact of such services on tourism and the region’s economic activity.
U tom pogledu, opći učinci takvih usluga na turizam i gospodarsku djelatnost regije ne smiju se kao takvi uzeti u obzir.
Only the impact of these services on the airport’s profitability counts, as this would be the only concern for a hypothetical MEO.
Važni su samo učinci takvih usluga na profitabilnost zračne luke jer su to jedini učinci koje bi pretpostavljeni subjekt u tržišnom gospodarstvu uzeo u obzir.
Thus, the marketing services are likely to stimulate passenger traffic on the air routes covered by the marketing services agreements and the corresponding airport services agreements since they are designed to promote these air routes.
U tom pogledu, cilj je marketinških usluga poticanje posjećenosti zračnih linija iz ugovora o marketinškim uslugama i odgovarajućih ugovora o uslugama zračne luke jer su osmišljene kako bi promicale takve zračne linije.
Although this impact will mainly benefit the airline concerned, it may also be of benefit to the airport manager.
Čak i ako prvenstveno dotični zračni prijevoznik ima ovu korist, trebalo bi smatrati da je ima i upravitelj zračne luke.
An increase in passenger traffic may lead to an increase in revenues generated by certain airport charges for the airport manager, as well as an increase in revenues from non-flight services, in particular from car parks, restaurants and other businesses.
Naime, porast broja putnika mogao bi se kod upravitelja zračne luke očitovati u porastu prihoda od određenih naknada zračne luke i u porastu nezrakoplovnih prihoda koji, osobito, proizlaze iz djelatnosti parkiranja, restorana i drugih trgovina.
There can therefore be no doubt that an MEO operating Angoulême airport in the stead of CCI-airport and SMAC would have taken this positive effect into account when considering entering into the marketing services agreement and the corresponding airport services agreement.
Stoga je neporecivo da bi subjekt u tržišnom gospodarstvu koji bi upravljao Zračnom lukom Angoulême umjesto odjela CCI-zračna luka i sindikata SMAC mogao uzeti u obzir taj pozitivni učinak u trenutku razmatranja sklapanja Ugovora o marketinškim uslugama i odgovarajućeg Ugovora o uslugama zračne luke.
The MEO would have taken into account the impact of the air route in question on future revenues and costs by, in this case, estimating the number of passengers using these routes, which would have reflected the positive effect of the marketing services.
On bi to učinio procjenjujući utjecaj dotične zračne linije na svoje buduće prihode i troškove te, u tom kontekstu, procjenjujući broj putnika koji bi letjeli na tim linijama, a koji bi bio odraz pozitivnog učinka marketinških usluga.
Moreover, this effect would have been evaluated for the entire term of operation of the air routes in question, as set out in the airport services agreement and the marketing services agreement.
Osim toga, taj bi učinak bio procijenjen za vrijeme ukupnog upravljanja dotičnim zračnim linijama, kao što je predviđeno Ugovorom o uslugama zračne luke i Ugovorom o marketinškim uslugama.
When airport managers conclude an agreement for the promotion of certain air routes, it is possible for them to forecast the load ratio (or the load factor) for the air routes in question and to take this into account when assessing future revenues.
Kada upravitelj zračne luke sklapa ugovor kojim se predviđaju promidžbene radnje određenih zračnih linija, moguće je i da se potonjim predviđa stopa popunjenosti (ili faktor iskorištenosti) na dotičnim zračnim linijama koju upravitelj uzima u obzir pri procjeni svojih budućih prihoda.
On this point, the Commission notes Ryanair’s opinion that marketing services agreements do not just generate costs for an airport manager; they also bring possible benefits with them.
U tom pogledu, Komisija prima na znanje mišljenje društva Ryanair prema kojem Ugovori o marketinškim uslugama nisu odražavali samo trošak upravitelja zračne luke, nego su odražavali i moguću korist.
It is also necessary to determine whether other benefits could reasonably be expected and quantified for a hypothetical MEO operating Angoulême airport in the stead of CCI-airport and SMAC, i.e. other than the benefits from the positive effect on passenger traffic on the air routes covered by the marketing services agreement during the term of operation of these routes, as set out in the marketing services agreement or the airport services agreement.
Nadalje, treba utvrditi jesu li se u pogledu pretpostavljenih subjekata u tržišnom gospodarstvu koji upravlja Zračnom lukom Angoulême umjesto odjela CCI-zračna luka i sindikata SMAC, mogle razumno očekivati te kvantificirati i druge koristi osim onih koje proizlaze iz pozitivnog učinka posjećenosti zračnih linija koje su predmet Ugovora o marketinškim uslugama za vrijeme upravljanja tim zračnim linijama, kako je predviđeno Ugovorom o marketinškim uslugama ili Ugovorom o uslugama zračne luke.
In particular, Ryanair found in its study that these marketing services will have a lasting positive impact on passenger traffic in the airport even after the marketing services agreement has expired.
Posebice, iz te studije proizlazi da, prema mišljenju društva Ryanair, marketinške usluge djeluju tako da proizvode trajne pozitivne učinke na posjećenost zračne luke i nakon isteka ugovora o marketinškim uslugama.
It should first be noted that there is nothing to suggest that, when the marketing services agreement covered by the formal investigation procedure was entered into, the airport manager ever considered, still less quantified, the marketing services agreement’s possible beneficial effects on air routes additional to those covered by the agreement, or the possibility of such effects continuing after the agreement had expired.
Najprije treba primijetiti, u tom pogledu, da se nijednim elementom iz spisa ne sugerira da je tijekom sklapanja Ugovora o marketinškim uslugama koji je predmet formalnog istražnog postupka upravitelj Zračne luke predvidio i a fortiori kvantificirao eventualne pozitivne učinke ugovora o marketinškim uslugama zračnih linija koje nisu predmet tog Ugovora, ili s vremenskog stajališta, nakon isteka tog Ugovora.
In addition, from the information available, the sustainable nature of these effects also appears to be highly uncertain.
Nadalje, i trajni se karakter tih učinaka čini nesigurnim na temelju raspoloživih podataka.
It is possible that advertising Angoulême and the region on Ryanair’s internet site may have encouraged people visiting this site to buy Ryanair tickets to Angoulême when the advertising was first posted or shortly thereafter.
Moguće je da je promidžba grada Angoulêmea i njegove regije na web-mjestu društva Ryanair mogla potaknuti osobe koje posjećuju to web-mjesto da kupe karte društva Ryanair do Angoulêmea u trenutku u kojem su imale pristup tom oglasu ili nešto poslije.
However, it is unlikely that the effect of this advertising on visitors lasted or had an influence on plane ticket purchases for more than a few weeks after its being posted on the Ryanair internet site.
Međutim, malo je vjerojatno da bi sjećanje na taj oglas viđen pri posjećivanju web-mjesta društva Ryanair moglo potrajati i utjecati na njihovu kupnju zrakoplovnih karata i nakon nekoliko tjedana.
An advertising campaign is more likely to have a sustainable effect when the promotional activities involve one or more advertising media to which consumers are regularly exposed over a given period.
Promidžbena kampanja može imati trajnih učinaka kada se promidžbene radnje provode s pomoću jednog ili više medija oglašavanja kojima su potrošači često izloženi tijekom određenog razdoblja.
For example, an advertising campaign involving mainstream TV and radio stations, popular internet sites and/or various advertising posters displayed outside or inside public places could have a sustainable effect if consumers are regularly exposed to these media.
Primjerice, promidžbena kampanja na televizijskim ili radijskim postajama namijenjenima široj publici, vrlo posjećenim web-mjestima i/ili na više oglasnih ploča postavljenih na otvorenom ili na javnim mjestima mogla bi imati takav trajan učinak ako potrošači imaju pasivan i opetovan pristup tim medijima.
However, promotional activities limited to just Ryanair’s internet site are unlikely to have an effect that lasts much past the end of the promotional campaign.
Naprotiv, malo je izgledno da promidžbena radnja ograničena samo na web-mjesto društva Ryanair može imati učinak znatno veći od trajanja promidžbene radnje.
Furthermore, even the holders of well-known trade marks continue to promote their trade marks through marketing campaigns, which would have no rational economic justification if Ryanair’s line of argument were to be followed.
Nadalje, čak i vlasnici vrlo priznatih marki nastavljaju marketinškim kampanjama promicati svoje marke, što ne bi imalo racionalnu gospodarsku opravdanost ako bi se slijedila argumentacija društva Ryanair.
It is very likely that most people do not visit Ryanair’s internet site frequently enough for the advertising there alone to leave them with an indelible memory of the promotion of a region on that site.
Naime, vrlo je vjerojatno da većina osoba ne posjećuje dovoljno često web-mjesto društva Ryanair da bi sam posjet ostavio trajno sjećanje na promidžbu regije, koja se provodi na tom web-mjestu.
This observation is well supported by two factors.
Dva elementa znatno potkrjepljuju ovu primjedbu.
First, under the marketing services agreement, the promotion of the Angoulême region on the homepage of the Ryanair site amounted to five paragraphs totalling 150 words in the ‘Top Five Things To Do’ section for the destination of Angoulême-Cognac and the presence of a simple link on the home page of www.ryanair.com to a site designated by SMAC during limited or even very short periods (24, 17 and 12 days a year over the first three years).
Prvo, u skladu s Ugovorom o marketinškim uslugama, promidžba regije Angoulême na početnoj stranici web-mjesta društva Ryanair svodila se na pet odlomaka od 150 riječi u odjeljku „Top Five Things To Do” stranice odredišta Angoulême – Cognac i na postojanje obične poveznice na početnoj stranici www.ryanair.com prema web-mjestu koje je odredio SMAC tijekom ograničenih, čak vrlo kratkih razdoblja (24, 17 i 12 dana godišnje tijekom prve tri godine).
Both the nature of these promotional activities (the presence of a simple link of limited promotional value) and their short lifespan would have severely limited the impact of these activities after the end of the promotion, all the more so since these activities were limited to just the Ryanair internet site and were not relayed by any other media.
Priroda tih promidžbenih radnji (postojanje obične poveznice ograničene promidžbene vrijednosti) te njihovo kratko trajanje mogu imati vrlo ograničen učinak u vremenu nakon njihova završetka, tim više što su te radnje bile ograničene samo na web-mjesto društva Ryanair i nisu prenesene u druge medije.
Secondly, the other marketing activities provided for in the agreement entered into with AMS were only in relation to the internet page for the destination of Angoulême.
Drugo, ostale marketinške radnje predviđene Ugovorom sklopljenim s društvom AMS odnosile su se samo na web-mjesto koje se odnosi na odredište Angoulême.
It is very likely that most people do not visit this page often, and if they do so, it is only because they are already potentially interested in this destination.
Vrlo je vjerojatno da većina ljudi tu stranicu ne posjećuju često i to čine samo kada su potencijalno zainteresirani za to odredište.
Thus, even if the marketing services did stimulate passenger traffic on the air routes covered by the marketing services agreement for their period of implementation, it is very likely that this effect was zero or negligible after this period and that the effect on other air routes was similarly insignificant.
Prema tome, ako su marketinške usluge mogle potaknuti posjećenost zračnih linija iz Ugovora o marketinškim uslugama u razdoblju provedbe tih usluga, vrlo je vjerojatno da je takav učinak nakon tog razdoblja ili na drugim zračnim linijama bio ništavan ili zanemariv.
Moreover, in the Ryanair studies of 17 and 31 January 2014, it was established that the likelihood of these benefits going beyond the air routes covered by these agreements or lasting after the term of operation for these routes, as set out in the marketing services and airport services agreements, was extremely small and could not be quantified with a degree of reliability that would be considered sufficient by a prudent MEO.
Nadalje, iz studija društva Ryanair od 17. i 31. siječnja 2014. proizlazi da su koristi od Ugovora o marketinškim uslugama koje se odnose na druge zračne linije osim onih iz tih Ugovora i nakon trajanja poslovanja na tim zračnim linijama, kako je predviđeno Ugovorom o marketinškim uslugama i Ugovorom o uslugama zračne luke, vrlo nesigurne i ne mogu biti brojčano iskazane s pouzdanošću koju bi razuman subjekt u tržišnom gospodarstvu ocijenio dostatnom.
For example, according to the study of 17 January 2014 ‘… future incremental profits beyond the scheduled expiry of the airport services agreement are by nature uncertain’.
Tako su, primjerice, na temelju studije od 17. siječnja 2014., „[…] buduće inkrementalne dobiti koje bi se nastavile nakon predviđenog isteka Ugovora o uslugama zračne luke po svojoj prirodi nesigurne”.
Furthermore, this study proposes two methods of assessing ex ante the positive effects of marketing services agreements: an approach based on cash flow and an approach based on capitalisation.
Nadalje, ovom su studijom predložene dvije metode a priori procjene pozitivnih učinaka Ugovora o marketinškim uslugama, tj. pristup koji se temelji na toku novca („cash flow”) i pristup koji se temelji na kapitalizaciji.
The cash flow approach consists in evaluating the benefits of marketing services and airport services agreements by estimating the future revenues which may be generated by the airport manager through the marketing services and by the airport services agreements, less corresponding costs.
Pristupom temeljenim na toku novca procjenjuju se koristi od Ugovora o marketinškim uslugama i Ugovora o uslugama zračne luke u obliku budućih prihoda upravitelja zračne luke od marketinških usluga i od Ugovora o uslugama zračne luke, nakon što se odbiju odgovarajući troškovi.
The capitalisation approach consists in treating the improvement in the brand image of the airport through the marketing services as an intangible asset, acquired for the price laid down in the marketing services agreement.
Pristupom temeljenim na kapitalizaciji, poboljšanje imidža marke zračne luke zbog marketinških usluga smatra se nematerijalnom imovinom koja je nabavljena po cijeni predviđenoj Ugovorom o marketinškim uslugama.