natgillin/translations-raw huggingface dataset:
In order to be able to apply the MEO principle to the case in point, the behaviour of FGAZ/FZG and the Land as signatories of airport services agreement with Ryanair and the marketing services agreement with AMS must be compared to that of a hypothetical MEO in charge of operating Zweibrücken Airport.
Da bi se načelo subjekta u tržišnom gospodarstvu moglo primjenjivati na predmetni slučaj, ponašanja trgovačkih društava FGAZ/FZG i pokrajine kao potpisnika ugovora o pružanju usluga zračne luke s trgovačkim društvom Ryanair i ugovora o marketinškim uslugama s društvom AMS moraju se usporediti s ponašanjem hipotetskog subjekta u tržišnom gospodarstvu koji je zadužen za upravljanje zračnom lukom Zweibrücken.
When analysing the transaction in question, it would be advisable to assess the benefits that this hypothetical MEO, motivated by the prospect of profits, could gain from purchasing marketing services.
Kod analize predmetne transakcije, savjetuje se ocijeniti koristi koje bi od marketinških usluga mogao ostvariti taj hipotetski subjekt u tržišnom gospodarstvu potaknut izgledima za ostvarivanje dobiti.
Only the impact of these services on the airport's profitability should be taken into account, as this would be the only concern for a hypothetical MEO.
Treba uzeti u obzir samo učinak tih usluga na profitabilnost zračne luke jer bi hipotetskog subjekta u tržišnom gospodarstvu zanimalo jedino to.
Thus, marketing services should stimulate passenger traffic on the air routes covered by marketing services agreements and the corresponding airport services agreements, as the marketing services are designed to promote those air routes.
U tom pogledu, marketinškim uslugama trebao bi se poticati putnički promet na svim zračnim linijama iz ugovora o marketinškim uslugama i odgovarajućih ugovora o pružanju usluga zračne luke jer su osmišljene u cilju promicanja tih zračnih linija.
Although that impact will mainly benefit the airline concerned, it may also be of benefit to the airport operator.
Čak i ako od tog učinka u prvom redu ima koristi predmetni zračni prijevoznik, trebalo bi smatrati da ih 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 operator, as well as an increase in non-aviation revenues, 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 Zweibrücken Airport in the stead of FGAZ/FZG and the Land would have taken this positive effect into account when considering entering into a marketing services agreement and the corresponding airport services agreement.
Stoga nema sumnje da bi subjekt u tržišnom gospodarstvu Zweibrücken koji bi upravljao zračnom lukom umjesto trgovačkih društava FGAZ/FZG i pokrajine uzeo u obzir taj pozitivni učinak u trenutku razmatranja sklapanja ugovora o marketinškim uslugama i odgovarajućeg ugovora o pružanju usluga 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 marketing services.
Subjekt u tržišnom gospodarstvu uzeo bi u obzir učinak predmetne 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.
When an airport operator enters into an agreement for the promotion of certain air routes, it is standard practice to estimate the load ratio (or the load factor) [97] for the air routes in question and to take this into account when assessing future revenues.
Kada upravitelj zračne luke sklapa ugovor za promidžbu određenih zračnih linija, uobičajena je praksa da se potonjim predviđa stopa popunjenosti (ili faktor iskorištenosti) [97] na dotičnim zračnim linijama koju upravitelj uzima u obzir pri procjeni svojih budućih prihoda.
The Commission agrees with Ryanair on this issue, that is to say, that marketing services agreements do not just generate costs for the airport operator, they also bring benefits with them.
Komisija se slaže s društvom Ryanair po tome pitanju, odnosno, da ugovorima o marketinškim uslugama ne nastaju samo troškovi za upravitelja zračne luke već se može očekivati da će donijeti i koristi.
In addition, it would be advisable to determine whether other benefits could reasonably be expected and quantified for a hypothetical MEO operating Zweibrücken Airport in the stead of FGAZ/FZG and the Land, that is to say, 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, bilo bi korisno utvrditi mogu li se razumno očekivati i kvantificirati i druge koristi za hipotetskog subjekta u tržišnom gospodarstvu koji bi poslovao u zračnoj luci Zweibrücken umjesto trgovačkih društava FGAZ/FZG i pokrajina osim pozitivnog učinka putničkog prometa na zračne linije obuhvaćene ugovorom o marketinškim uslugama dok postoje te linije, kako je utvrđeno u ugovoru o marketinškim uslugama ili ugovoru o uslugama zračne luke.
In particular, Ryanair found in its study that the marketing services will have sustainable positive effects on passenger traffic in the airport even after the marketing services agreement has expired.
Društvo Ryanair posebno je tvrdilo u svojoj studiji da će te marketinške usluge imati održive pozitivne učinke na putnički promet u zračnoj luci čak i nakon isteka ugovora o marketinškim uslugama.
It should first be noted that there is nothing to suggest that, when the marketing services agreement was entered into, the airport operator or the Land 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 da se ni iz čega ne može zaključiti da su u trenutku sklapanja ugovora o marketinškim uslugama upravitelj zračne luke ili pokrajina razmotrili, a još manje kvantificirali, eventualne pozitivne učinke ugovora o marketinškim uslugama zračnih linija koje nisu predmet tog ugovora, ili mogućnost da će se ti učinci nastaviti nakon isteka ugovora.
Moreover, Germany did not suggest any method for estimating the possible value that a hypothetical MEO operating Zweibrücken Airport in the stead of FGAZ/FZG and the Land could have placed on such effects when assessing whether or not to enter into the agreements in 2008.
Nadalje, Njemačka nije predložila metodu kojom bi se omogućila procjena eventualne vrijednosti koju bi hipotetski subjekt u tržišnom gospodarstvu koji upravlja zračnom lukom Zweibrücken Airport umjesto trgovačkih društava FGAZ/FZG pripisao tim učincima u trenutku procjene mogućnosti sklapanja ugovora iz 2008.
In addition, the sustainable nature of these effects cannot be assessed based on the information available.
Osim toga, održiva priroda takvih učinaka ne može se ocjenjivati na temelju dostupnih informacija.
It is possible that advertising Zweibrücken and the region on Ryanair's internet site may have encouraged people visiting that site to buy Ryanair tickets to Zweibrücken when the advertising was first posted or just thereafter.
Moguće je da se promidžbom grada Zweibrückena i njegove regije na web-mjestu društva Ryanair moglo potaknuti osobe koje posjećuju to web-mjesto da kupe zrakoplovne karte društva Ryanair do Zweibrücken u trenutku u kojem su imale pristup tom oglasu ili malo nakon toga.
However, it is highly unlikely that the effect of the advertising on visitors lasted or had an influence on plane ticket purchases for more than a few weeks after it was posted on the Ryanair internet site.
Međutim, ne postoji velika vjerojatnost da je učinak tog oglašavanja na posjetitelje trajao ili utjecao na kupnju zrakoplovnih karata duže od nekoliko tjedana nakon postavljanja na web-mjesto društva Ryanair.
For example, an advertising campaign involving general 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 those media.
Na primjer, promidžbena kampanja na općim televizijskim i radijskim postajama, popularna web-mjesta i/ili različiti promidžbeni plakati postavljeni izvan javnih mjesta ili u njima mogli bi imati održivi učinak ako su potrošači redovito izloženi tim medijima.
Firstly, under the terms of the marketing services agreement, the promotion of the Zweibrücken region on the homepage of the Ryanair internet site was limited to five paragraphs of 150 words under ‘Top Five Things To Do’ on the page for the destination of Zweibrücken, the presence for a very short period of time (16 days) of a simple link on the www.ryanair.com homepage leading to a site made available by the Land, and the presence of two simple links on the page for the destination of Zweibrücken leading again to a site made available by the Land.
Prvo, prema uvjetima ugovora o marketinškim uslugama, promidžba regije Zweibrücken na web-mjestu društva Ryanair bila je ograničena na pet odlomaka od 150 riječi u odjeljku „Top Five Things To Do” na stranici posvećenoj odredištu Zweibrücken, na kratkoročni prikaz (16 dana) jednostavne poveznice na web-mjestu www.ryanair.com na glavno web-mjesto koje je osigurala pokrajina i postojanje dvije jednostavne poveznice na web-mjestu za odredište Zweibrücken koje vode do web-mjesta koje je pokrajina stavila na raspolaganje.
Both the type of promotional activities (a simple link with a limited marketing value) and their short lifespan would have severely reduced the effect of these activities after the end of the promotion, in particular as these activities were limited to the Ryanair internet site and were not supported by any other media.
Zbog vrste promidžbenih aktivnosti (jednostavna poveznica s ograničenom marketinškom vrijednošću) i njihovog kratkog trajanja znatno bi se smanjio učinak tih aktivnosti nakon isteka promidžbenog razdoblja, posebno jer su te aktivnosti bile ograničene samo na web-mjesto društva Ryanair i nisu ih podržavali drugi mediji.
Secondly, the preponderance of marketing activities set out in the agreement entered into with AMS was only in relation to the internet page for the destination of Zweibrücken.
Drugo, većina marketinških aktivnosti predviđenih Ugovorom sklopljenim s društvom AMS odnosile su se samo na web-mjesto koje se odnosi na odredište Zweibrücken.
It is very likely that most people do not visit that page often;
Vrlo je vjerojatno da većina ljudi tu stranicu ne posjećuje često.
if and when they do, it is probably only because they are already interested in that destination.
Ako i kada oni to učine, to je vjerojatno samo zato što su već zainteresirani za odredište.
Thus, even if the marketing services did increase passenger traffic on the air routes covered by the marketing services agreements for the period of their implementation, it is very likely that this effect was zero or negligible after that period and that the effect on other air routes was similarly insignificant.
Prema tome, čak i ako se marketinškim uslugama povećao putnički promet na zračnim linijama obuhvaćenima ugovorom 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.
It also follows from the Ryanair studies of 17 and 31 January 2014 that the generation of benefits going beyond the air routes covered by marketing services agreements or lasting after the period of their implementation for these routes, as set out in the marketing services agreement and airport services agreement, was extremely uncertain and could not be quantified with a degree of reliability that would be considered sufficient by a prudent MEO.
Iz studija društva Ryanair od 17. i 31. siječnja 2014. može se zaključiti da je stvaranje koristi koje nadilaze zračne linije obuhvaćene tim ugovorima ili koje traju nakon razdoblja obavljanja prijevoza na tim linijama, kako je utvrđeno u ugovorima o marketinškim uslugama i ugovorima o uslugama zračnih luka, vrlo nesigurno i da se ne može odrediti s onim stupnjem pouzdanosti kojeg bi razumni subjekt u tržišnom gospodarstvu smatrao razumnim.
Thus, for example, according to the study of 17 January 2014, ‘future incremental profits beyond the scheduled expiry of the airport services agreement are inherently uncertain’.
Stoga je, primjerice, prema studiji od 17. siječnja 2014. „buduća dodatna dobit nakon predviđenog isteka ugovora o usluzi zračne luke sama po sebi nesigurna”.
Moreover, that study suggests two methods for evaluating a priori the positive effects of marketing service agreements:
Osim toga, u studiji su navedena dva načina ocjenjivanja a priori pozitivnih učinaka ugovora o marketinškim uslugama:
a ‘cash flow’ approach and a ‘capitalisation’ approach.
pristup „novčanog toga” i pristup „kapitalizacije”.
The ‘cash flow’ approach involves evaluating the benefits of marketing services agreements and airport services agreements by assessing the future revenues which may be generated by the airport operator through marketing services and the airport services agreement, minus corresponding costs.
Pristup „novčanog toka” uključuje ocjenjivanje koristi ugovora o marketinškim uslugama i ugovora o uslugama zračne luke ocjenjivanjem budućih prihoda koje bi upravitelj zračne luke mogao stvoriti uslugama marketinga i ugovorom o usluzi zračne luke, umanjenih za odgovarajuće troškove.
In the ‘capitalisation’ approach, improvement of the brand image of the airport through marketing services is treated as an intangible asset, acquired for the price laid down in the marketing services agreement.
U okviru pristupa „kapitalizacije” poboljšanje imidža zračne luke putem marketinških usluga smatra se nematerijalnom imovinom koja je stečena po cijeni propisanoj u ugovorima o marketinškim uslugama.
However, the study highlights the major difficulties presented by the ‘capitalisation’ approach and shows that the results produced by this method may be unreliable;
Međutim, u studiji su istaknute glavne poteškoće prikazane pristupom „kapitalizacije” i prikazano je da rezultati proizvedeni tom metodom mogu biti nepouzdani;
it suggests that the ‘cash flow’ approach would be better.
navodi se da bi bolji bio pristup „novčanog toka”.
‘The capitalisation approach should only take into account the proportion of marketing expenditure that is attributable to the intangible asset base of an airport. However, it may be difficult to identify the proportion of marketing expenditure that is targeted towards generating expected future revenues for the airport (i.e. an investment in the intangible asset base of the airport) as opposed to generating current revenues for the airport.’
„Pristupom kapitalizacije uzeo bi se u obzir samo udio rashoda za marketing koji se može pripisati nematerijalnoj imovini zračne luke. Međutim, moglo bi biti teško utvrditi udio rashoda za marketing usmjerenih prema stvaranju očekivanih budućih prihoda zračne luke (odnosno, ulaganje u osnovu nematerijalne imovine zračne luke) u odnosu na stvaranje tekućih prihoda zračne luke.”
It also stresses that:
Također se ističe sljedeće:
‘In order to implement the capitalisation-based approach, it is necessary to estimate the average length of time that an airport would be able to retain a customer due to the AMS marketing campaign. In practice, it would be very difficult to estimate the average period of customer retention following an AMS campaign due to insufficient data.’
„U cilju provedbe pristupa utemeljenog na kapitalizaciji, nužno procijeniti prosječno vrijeme na koje će zračna luka moći zadržati korisnika zahvaljujući marketinškoj kampanji društva AMS. U praksi bi bilo teško procijeniti prosječno razdoblje zadržavanja korisnika nakon kapanje društva AMS zbog nedovoljne količine podataka.”
The study of 31 January 2014 proposes a practical application of the ‘cash flow’ approach.
U studiji od 31. siječnja 2014. predlaže se i praktična primjena pristupa „temeljenog na toku novca”.
Under this approach, the benefits of marketing services agreements and airport services agreements which last even after the marketing services agreement has expired are expressed as a ‘terminal value’ that is calculated on the agreement's expiry date.
U skladu s tim pristupom, koristi ugovora o marketinškim uslugama i ugovora o pružanju usluga zračnih luka koje traju čak i nakon isteka ugovora o marketinškim uslugama izražavaju se kao „konačna vrijednost” koja se izračunava na dan isteka ugovora.
This terminal value is calculated based on the incremental profits expected from the airport services agreement and marketing services agreement in the final year of application of the airport services agreement.
Ova je konačna vrijednost izračunana na temelju inkrementalne dobiti koja se očekuje od ugovora o uslugama zračne luke i ugovora o marketinškim uslugama u posljednjoj godini primjene ugovora o uslugama zračne luke.
Those profits are extended into the following period, the term of which is equal to the term of the airport services agreement, and are adjusted to take into account the growth rate for the air transport market in Europe and the probability factor designed to reflect the airport services agreement's and marketing services agreement's capacities to contribute to the airport's profits after they have expired.
Ta se dobit nastavlja i tijekom sljedećeg razdoblja, u trajanju jednakom trajanju ugovora o pružanju usluga zračne luke, i usklađuje se prema stopi rasta tržišta zračnog prijevoza u Europi i čimbeniku vjerojatnosti koji bi se trebao očitovati u mogućnosti ugovora o uslugama zračne luke i ugovora o marketinškim uslugama da pridonesu dobiti zračne luke i nakon isteka.
The study suggests a probability factor of 30 %, which it considers prudent.
U pogledu čimbenika vjerojatnosti, studijom se predlaže stopa od 30 % koju smatra razumnom.
However, this very theoretical study does not provide any serious evidence for this factor, either quantitatively or qualitatively.
Međutim, u ovoj teoretskoj studiji nisu navedeni ozbiljni dokazi za taj čimbenik, kvantitativne ni kvalitativne naravi.
It does not base itself on any facts relating to Ryanair's activities, air transport markets or airport services to substantiate this rate of 30 %.
Ona se ne temelji na činjenicama koje se odnose na aktivnosti društva Ryanair, tržišta zračnog prometa ili usluga zračne luke u cilju potvrđivanja te stope od 30 %.
It does not establish any link between this rate and the factors that it mentions in passing (prominence, strong brand, network externalities and repeat passengers) and that are supposed to extend the benefits of the airport services agreement and market service agreement after their expiry dates.
Nije utvrđena veza između te stope i čimbenika koji se usput spominju (uočljivost, snažna trgovačka marka, vanjski čimbenici mreže i putnici koji se vraćaju) i za koje se očekuje da će produljiti koristi ugovora o uslugama zračne luke i ugovora o marketinškim uslugama nakon datuma isteka.
Finally, it does not in any way base itself on the specific content of marketing services provided for in the various contracts with AMS when analysing to what extent those services could influence those factors.
Naposljetku, uopće se ne oslanja na poseban sadržaj marketinških usluga predviđenih raznim ugovorima s društvom AMS u svrhu analize mjere kojom bi takve usluge mogle utjecati na prethodno navedene čimbenike.
Moreover, it does not prove that there is any likelihood that, on expiry of the airport services agreement and the marketing services agreement, the profits generated by these agreements for the airport operator in the final year of their application will continue in the future.
Nadalje, studijom nije dokazano da će se, po isteku ugovora o pružanju usluga zračne luke i ugovora o marketinškim uslugama, dobiti koje je na temelju tih ugovora ostvario upravitelj zračne luke tijekom posljednje godine primjene nastaviti i u budućnosti.
A ‘terminal value’ calculated using the method suggested by Ryanair would therefore be highly unlikely to be taken into account by a prudent MEO when deciding whether or not to enter into an agreement.
„Konačnu vrijednost” izračunanu prema metodi koju je predložio Ryanair razborit subjekt u tržišnom gospodarstvu vrlo vjerojatno ne bi uzeo u obzir pri procjeni interesa za sklapanje ugovora.
Moreover, neither Germany nor any interested third party has provided any evidence that the method put forward by Ryanair in the study of 31 January 2014, or any other method aiming to quantify the profits after expiry of airport services agreements and marketing services agreements, has been successfully implemented by regional airport operators comparable to Zweibrücken's operator.
Nadalje, ni Njemačka ni ijedna zainteresirana treća stranka nisu dostavile dokaze da su upravitelji regionalnih zračnih luka usporedivih s upraviteljem zračne luke Zweibrücken zaista primijeniti metodu koju je predstavilo društvo Ryanair u studiji od 31. siječnja 2014., ili bilo koju drugu metodu kojom se mjere koristi nakon isteka ugovora o pružanju usluga zračne luke i ugovora o marketinškim uslugama.
Germany has not made any comments on the studies of 17 and 31 January 2014.
Njemačka nije dostavila primjedbe na studije od 17. i 31. siječnja 2014.
Moreover, a terminal value calculated using the method put forward by Ryanair is only positive (and, therefore, only tends to increase the profitability of the airport services agreement and marketing services agreement) if the incremental profit expected from these agreements in the final year of application of the airport services agreement is positive.
Nadalje, konačna vrijednost izračunana primjenom metode koju je predložilo društvo Ryanair bit će pozitivna (i stoga povećati profitabilnost ugovora o uslugama zračne luke i ugovora o marketinškim uslugama) samo ako je pozitivna inkrementalna dobit koja se očekuje od tih ugovora u posljednjoj godini primjene ugovora o pružanju usluga zračne luke.
If it is negative, taking the terminal value into account will usually reduce the profitability of the agreements.
Ako je negativna, uzimanjem u obzir konačne vrijednosti obično će se smanjiti profitabilnost ugovora.
It will be demonstrated below (see recitals 378 et seq.) that the 2008 agreements resulted in negative incremental cash flows.
U nastavku će biti prikazano (vidjeti uvodne izjave 378. i dalje) da su ugovori iz 2008. doveli do negativnih inkrementalnih novčanih tokova.
Moreover, as stated above (see recitals 341 et seq.), the marketing services clearly target persons likely to use the route covered by the marketing services agreement.
Nadalje, kako je prethodno navedeno (vidjeti uvodne izjave 341. i dalje) marketinške usluge jasno su usmjerene na osobe koje će vjerojatno upotrebljavati zračnu liniju obuhvaćenu ugovorom o marketinškim uslugama.
If this route is not renewed on expiry of the airport services agreement, it is unlikely that marketing services will continue to have a positive effect on passenger traffic at the airport after the expiry date.
Ako ta zračna linija ne bude obnovljena po isteku ugovora o pružanju usluga zračne luke, vrlo je malo vjerojatno da bi marketinške usluge mogle i dalje imati pozitivne učinke na promet zračne luke nakon isteka ugovora.
It is very difficult for an airport operator to assess the likelihood of an airline continuing to run a route on expiry of the term to which it has committed itself in the airport services agreement.
Upravitelju zračne luke teško je ocijeniti vjerojatnost hoće li zračni prijevoznik nastavljati obavljati usluge prijevoza na određenoj liniji nakon isteka razdoblja na koje se on obvezao u ugovoru o uslugama zračne luke.