natgillin/translations-raw huggingface dataset:
The analysis benchmarks the prices charged by AMS in its first 2005 rate card against comparable services provided by travel websites at that time, and also compares prices in AMS' current (2013) rate card with the prices of comparable services sold by other travel-related websites.
Manjša regionalna letališča morajo najti način za dosledno seznanjanje čim širšega občinstva s sporočilom svoje blagovne znamke.
The analysis concludes that, in both periods, prices charged by AMS for advertisements on ryanair.com were either lower than the average, or within the mid-range of rate card prices charged by websites in the comparator sets.
Za običajne oblike tržnega sporočanja so potrebni izdatki, ki presegajo njihova sredstva.
This conclusion confirms, according to Ryanair, that public airports' arrangements with AMS meet the market economy operator test.
Pripombe glede plačil družbi AMS
Ryanair also provides evidence of the services provided to the airport through various screenshots which show that services provided under contracts with AMS were monitored.
Družba Ryanair se ne strinja z oceno Komisije, da so plačila družbi AMS stroški letališča, ker se s tem pristopom ne upošteva vrednost, ki jo imajo storitve družbe AMS za letališče.
These screenshots were generally provided to the airport contracting with AMS to demonstrate the activation of the purchased services on ryanair.com.
Prav tako je prepričana, da bi bilo treba v okviru analize udeleženca v tržnem gospodarstvu nakup dragocenih tržnih storitev po tržnih stopnjah obravnavati ločeno od povezanih pogodbenih dogovorov med letališčem in letalskim prevoznikom.
Ryanair stresses the value of the AMS services provided to airports and is of the opinion that benefits to airports of entering into deals with AMS should be seriously quantified.
Da bi podprla svojo analizo, je predložila študijo, ki jo je izvedla svetovalna družba in v katerih se referenčne cene, ki jih zaračunava družba AMS, primerjajo s cenami primerljivih storitev, ki jih ponujajo druga spletna mesta, povezana s potovanji [78].
Without prejudice to Ryanair's position that the AMS agreement and the air services agreement (hereinafter ‘ASA’) should be treated separately, Ryanair provides a market economy operator profitability analysis carried out by the consultancy firm encompassing both the air services agreement concluded between Ryanair and the airport and marketing agreements concluded between AMS and the airport.
V skladu z ugotovitvijo iz študije so bile cene, ki jih je zaračunavala družba AMS, nižje od povprečja ali v srednjem razponu cen, ki so jih zaračunavala primerljiva spletna mesta.
According to Ryanair, this analysis should help the Commission in its approach to considering the ASA jointly with the AMS agreements, by considering how AMS could be incorporated within a joint AMS-ASA profitability analysis.
Na podlagi tega je družba Ryanair sklenila, da so cene družbe AMS v skladu s tržnimi cenami, odločitev javnega letališča, da plača storitve družbe AMS, pa v skladu s preskusom udeleženca v tržnem gospodarstvu.
The consultancy firm concludes that the cash-flow approach is an appropriate method for incorporating the value of AMS within a joint AMS-ASA profitability assessment.
Družba Ryanair je predložila tudi dokaze o storitvah, ki so se zagotavljale letališčem v okviru pogodb z družbo AMS, da bi prikazala vrednost teh storitev za letališča.
This approach captures the aggregated incremental profits that accrue to the airport as a result of signing the ASA, as well as the benefits of advertising through the AMS agreement.
Družba Ryanair Komisijo poziva, naj ponovno oceni svoj dosedanji pristop k pogodbam z družbo AMS.
Under this approach, expenditure by the airport on AMS could be treated as an incremental operating expense within the discounted cash flow profitability analysis.
Prepričana je, da bi bilo treba sporazume z družbo AMS obravnavati ločeno od sporazumov o letaliških storitvah, ki jih je sklenila družba Ryanair, in v zvezi z njimi izvesti ločen preskus udeleženca v tržnem gospodarstvu.
This approach also takes into account the benefits of both marketing activities arising from the AMS agreements and through the ASA, for the duration of the agreement and beyond the scheduled end of the ASA, as marketing activities contribute towards enhancing brand value, and are likely to generate future business and profits.
Če bi Komisija vztrajala pri vključitvi sporazumov, ki jih je sklenila družba AMS, in sporazumov o letaliških storitvah, ki jih je sklenila družba Ryanair, v skupni preskus načela udeleženca v tržnem gospodarstvu, je treba upoštevati vrednost, ki jo imajo storitve družbe AMS za letališče.
As a conclusion from this study, Ryanair stresses that, in so far as the Commission continues to treat ASA and AMS agreements together, it should apply the principles set out by the consultancy firm to the case at issue, in order to properly apply the market economy operator profitability analysis to the investigation of both ASA and AMS agreements.
Poročilo svetovalne družbe z dne 20. decembra 2013 o cenah družbe AMS se sklicuje na ugotovitve prejšnjih predloženih poročil, ki pojasnjujejo pomen oglaševanja za majhne blagovne znamke, kar potrjuje, da je družba Ryanair močna vseevropska blagovna znamka, ki lahko pridobi premijo za svoje storitve svetovanja.
Furthermore, Ryanair submitted a series of notes prepared by the consultancy firm, and an analysis prepared by Professor Damien P. McLoughlin.
Tarife družbe AMS se primerjajo z vzorcem cen oglaševanja na spletnih mestih, ki je bil vzet v istem času, ob upoštevanju oglasov enake velikost za obdobje 2004–2005, tj. ko je bil prvič uveden dokument s tarifami družbe AMS, in za leto 2013.
Identifying the market benchmark in comparator analysis for MEO [74] tests [75](130) The consultancy firm believes that the Commission's approach of only accepting comparator airports in the same catchment area as the airport under investigation is flawed.
Spletno mesto ryanair.com ima več kot dvakrat več mesečnih obiskovalcev kot drugo najbolj priljubljeno spletno mesto, povezano s potovanji, pri čemer je verjetneje, da bodo obiskovalci sodelovali v drugih elektronskih poslovanjih.
The consultancy firm argues that market benchmark prices obtained from comparator airports are not tainted by State aid given to surrounding airports.
Te edinstvene značilnosti in široka seznanjenost z blagovno znamko so letalskemu prevozniku omogočili zaračunavanje premije.
Therefore, it is possible to robustly estimate a market benchmark for the MEO tests, as:
V primerjavo so se vključili oglasi enake velikosti, ki so bili določeni na podlagi razpoložljivih podatkov in objavljeni na domači strani posameznega spletnega mesta.
comparator analyses are widely used for MEO tests outside the field of State aid;
Zaradi pomanjkanja preglednosti posebnih ponudb in diskrecijskih popustov, ki so običajna poslovna praksa, so se primerjale le cene iz dokumenta o tarifah.
companies affect each other's pricing decisions only to the extent that their products are substitutes or complements;
Cena iz dokumenta o tarifah je navedena v smislu cene na tisoč odtisov, tj. cena, ki se spletnemu mestu plača za vsak tisoči ogled oglasa.
airports in the same catchment area do not necessarily compete with each other, and the comparator airports used in the reports submitted face only limited competition from State-owned airports within their respective catchment areas (less than one third of commercial airports within the catchment areas of the comparator airports are fully state- owned, and none of them were subject to State aid investigations, as at April 2013);
Cene spletnega oglaševanja se razlikujejo glede na velikost oglasa, ki se meri v slikovnih pikah, in mesto na spletni strani.
even where comparator airports face competition from state-owned airports within the same catchment area, there may be reasons to believe their behaviour is in line with the MEO principle (for example, where there is a large private ownership stake or where the airport is privately managed);
Glavna oglaševalska storitev na domači strani, ki se je na spletnemu mestu ryanair.com ponujala v obdobju 2004–2005, je bila pasica velikosti 468 × 60 slikovnih točk.
MEO airports will not set prices below incremental cost.
Pasice so običajno v srednjem zgornjem delu spletne strani.
Principles underlying profitability analysis for MEO tests [76]
Za obdobje 2004–2005 se je cena za oglaševanje iz dokumenta o tarifah družbe AMS iz leta 2005 v obliki pasic primerjala s cenami 54 evropskih spletnih mest, povezanih s potovanji.
The consultancy firm argued that the profitability analysis undertaken in its reports and submitted to the Commission follows the principles that would be adopted by a rational private sector investor and reflects the approach apparent from Commission precedents.
Oglasi Skyscraper so dolgi in nameščeni vzdolž roba spletne strani, medtem ko so oglasi na sredini strani običajno znotraj spletne uredniške vsebine, zaradi česar so zelo opazni.
The principles underlying the profitability analysis are:
Cene oglasov Skyscraper in oglasov na sredini strani iz dokumenta o tarifah družbe AMS se primerjajo s cenami 22 spletnih mest, povezanih s potovanji, in 135 drugih spletnih mest.
the assessment is undertaken on an incremental basis;
Ugotovljeno je, da so tarife družbe AMS v obeh obdobjih in v vseh sektorjih nižje od cen, ki jih zaračunavajo primerljiva spletna mesta, ali v njihovem razponu.
an ex ante business plan is not necessarily required;
Kako naj bi se sporazumi z družbo AMS obravnavali v okviru analize donosnosti pri preskusu udeleženca v tržnem gospodarstvu
for an uncongested airport, the single-till approach is an appropriate pricing methodology;
Družba Ryanair je predložila poročilo, ki ga je svetovalna družba pripravila v zvezi z načeli, za katere meni, da bi se morala uporabljati pri preskusu donosnosti udeleženca v tržnem gospodarstvu, ki obsega sporazume o letaliških storitvah med družbo Ryanair in letališči ter sporazume o trženju med družbo AMS in istimi letališči [79].
only those revenues associated with the economic activity of the operating airport should be considered;
Poudarja, da to ne vpliva na njeno mnenje, da bi bilo treba za sporazume z družbo AMS in sporazume o letaliških storitvah opraviti ločena preskusa udeleženca v tržnem gospodarstvu.
the entire duration of the agreement, including any extensions, should be considered;
V poročilu je navedeno, da bi bilo treba prihodke, povezane z družbo AMS, vključiti v prihodkovni del skupne analize donosnosti, v kateri so izdatki, povezani z družbo AMS, vključeni v stroškovni del.
future financial flows should be discounted in order to assess profitability of the agreements;
V njem je predlagana metoda na podlagi denarnega toka, pri kateri so izdatki, povezani z družbo AMS, obravnavani kot dodatni stroški poslovanja.
the incremental profitability of Ryanair agreements for the airports should be assessed on the basis of estimates of the internal rate of return or net present value (NPV) measures.
Navedeno je še, da dejavnosti trženja prispevajo k ustvarjanju in izboljšanju vrednosti blagovne znamke, kar bo verjetno prinašalo posle in dobiček v času trajanja sporazuma o trženju in tudi po njegovem prenehanju.
Analysis of Professor Damien P. McLoughlin [77] — Brand-building:
Sporazum z družbo Ryanair bi k letališču pritegnil druge letalske prevoznike.
why and how small brands should invest in marketing
To bi nato pritegnilo gospodarske subjekte in povečalo prihodke letališča iz neletalskih dejavnosti [80].
This paper aims to set out the commercial logic underlying regional airports' decisions to buy advertising on ryanair.com from AMS.
Če Komisija izvede skupno analizo donosnosti, bi bilo treba upoštevati te koristi, tako da bi se odhodki za družbo AMS šteli za dodatne stroški poslovanja, izračun dodatnega dobička pa bi bil zmanjšan za plačila družbi AMS.
It argues that there are a large number of very strong, well-known, and frequently used airports.
Poleg tega bi bilo treba ob koncu trajanja sporazuma o letaliških storitvah v napovedani dodatni dobiček vključiti končno vrednost, da bi se upoštevala vrednost, ustvarjena po prenehanju sporazuma.
Weaker competitors must overcome consumers' static buying behaviour to expand their business.
Končna vrednost se lahko prilagodi na podlagi previdne predpostavke glede verjetnosti podaljšanja pogodbe z družbo Ryanair ali sklenitve podobnih dogovorov z drugimi letalskimi prevozniki.
Smaller regional airports need to find a way to consistently communicate their brand message to as wide an audience as possible.
To bo omogočilo oceno spodnje meje za koristi, ki skupaj izhajajo iz sporazuma z družbo AMS in sporazuma o letaliških storitvah, ob upoštevanju negotovosti glede dodatnega dobička, ustvarjenega po prenehanju sporazuma o letaliških storitvah.
Traditional forms of marketing communication require expenditure beyond their resources.
Poročilo podpira ta pristop s povzetkom rezultatov študij o učinku oglaševanja na vrednost blagovne znamke.
Comments regarding payments to AMS
V teh študijah se ugotavlja, da se lahko z oglaševanjem ustvari vrednost blagovne znamke in izboljša zvestoba strank.
Ryanair disagrees with the Commission's assessment that payments to AMS represent a cost for the airport, as this approach disregards the value of AMS services to the airport.
Z oglaševanjem na spletnem mestu ryanair.com se zlasti poveča izpostavljenost blagovne znamke za letališče.
Ryanair furthermore believes that the purchase of valuable marketing services at market rates should be considered separately from a related airport-airline contractual arrangement for the purposes of the market economy operator analysis.
Zlasti velja, da lahko manjša regionalna letališča, ki želijo povečati svojo bazo prometa, vrednost svoje blagovne znamke povečajo s sklenitvijo sporazumov o oglaševanju z družbo AMS [81].
To support its analysis, Ryanair submits a study by the consultancy firm comparing benchmark prices charged by AMS as against prices for comparable services offered by other travel websites [78].
V poročilu je navedeno, da ima pristop na podlagi denarnega toka prednost pred pristopom na podlagi kapitalizacije, v okviru katerega bi se odhodki za družbo AMS šteli za naložbo v neopredmeteno dolgoročno sredstvo (tj. vrednost blagovne znamke letališča).
The study concludes that prices charged by AMS were either lower than the average or within the mid-range of prices charged by comparator websites.
Stroški trženja bi se knjižili kot neopredmeteno dolgoročno sredstvo, ki bi se amortiziralo v njegovi dobi koristnosti, s preostalo vrednostjo ob koncu načrtovanega prenehanja sporazuma o letaliških storitvah.
Ryanair concludes from this that AMS prices are in line with market prices and the decision by a public airport to purchase AMS services is in line with the market economy operator test.
Vendar ta pristop ne bi zajel dodatnih ugodnosti za letališče, ki izhajajo iz sklenitve sporazuma o letaliških storitvah z družbo Ryanair.
Ryanair asks the Commission to reassess its approach regarding AMS contracts so far.
Nazadnje naj bi bil pristop na podlagi denarnega toka v skladu s precedensi Komisije v zvezi s primeri državne pomoči in drugimi primeri.
Ryanair believes that AMS arrangements should be considered separately from Ryanair's airport services arrangements and be subject to a separate market economy operator test.
V zvezi s tem je navedena zadeva BayernLB [82], za katero je Komisija navedla, da bo za oceno denarnih tokov uporabila metodo vrednotenja diskontirane dividende in nato določila končno vrednost na podlagi predvidene rasti dividende kot v primeru zmanjševanja marž v zvezi z družbo Telefónica [83], ko je v analizo diskontiranega denarnega toka vključila končno vrednost.
Should the Commission insist on including AMS arrangements and Ryanair airport services arrangements in a joint market economy operator test, the value of AMS services to the airport should not be disregarded.
PRIPOMBE DRUŽBE AIRPORT MARKETING SERVICES (AMS)
The report by the consultancy firm of 20 December 2013 on AMS prices refers to the conclusions of earlier reports submitted outlining the importance of advertising for small brands, which confirm that Ryanair is a strong pan-European brand capable of attracting a premium for its advertising services.
Družba Airport Marketing Services se je opredelila kot hčerinska družba družbe Ryanair z dejanskimi komercialnim nameni in je bila ustvarjena za razvoj dejavnosti, ki ni del osnovne dejavnosti družbe Ryanair.
The AMS rates are compared with a sample taken at the same time of website advertising prices with reference to advertisements of equal size for the 2004-2005 period, i.e. when the AMS rate card was first introduced, and for 2013. ryanair.com has more than twice as many monthly visitors as the next most popular travel site, and visitors are more likely to enter into other e-commerce transactions.
Družba Ryanair jo uporablja kot posrednika za prodajo oglaševalskega prostora na svojem spletnem mestu.
These unique characteristics combined with high brand awareness allowed the airline to charge a premium.
Načeloma so sporazumi o trženju, ki jih družba AMS sklene z letališči, dogovorjeni in sklenjeni ločeno od sporazumov, ki jih družba Ryanair sklene z istimi letališči.
The comparison took place between advertisements of equal size determined by available data and placed on the homepage of each website.
Družba AMS je navedla, da ni bila upravičenka državne pomoči in da je letališče v zvezi z družbo AMS ravnalo v skladu z načelom udeleženca v tržnem gospodarstvu.
Only rate card prices were compared due to the lack of transparency relating to special offers and discretionary discounts, which are however standard commercial practice.
Trdi, da je načelo udeleženca v tržnem gospodarstvu izpolnjeno, saj tarife, po katerih zagotavlja oglaševalski prostor, in obseg, v katerem je ta potreben, ne razlikujejo med javnimi in zasebnimi oglaševalci.
A rate card price is quoted in terms of price per thousand impressions, namely the price to be paid for every thousand times the advertisement is viewed by visitors to the website.
Javni in zasebni organi konkurirajo za dostop do omejenega oglaševalskega prostora na spletnem mestu ryanair.com.
Prices for web advertisements vary according to their size, measured in pixels, and location on a webpage.
Družba AMS je navedla, da so bili sporazumi o trženju dogovorjeni s komercialno vrednostjo po tržnih cenah ob upoštevanju poslovne logike.
The primary homepage advertising service offered on ryanair.com from 2004 to 2005 was a banner of 468 by 60 pixels.
Veliko letališč, tako regionalnih letališč kot letaliških vozlišč, oglašuje na spletnem mestu družbe Ryanair in drugih spletnih mestih, da bi povečala prepoznavnost svoje blagovne znamke.
Banners are usually located in the centre top section of a webpage.
To povečanje prepoznavnosti blagovne znamke lahko različno koristi letališčem.
For the period 2004-2005, the 2005 AMS rate card price for advertising in the form of banners was compared with that of 54 European travel websites.
Lahko na primer privabijo prihajajoče potnike letalskega prevoznika, na spletnem mestu katerega oglašuje letališče.
For 2013, two other types of advertisement are considered: skyscrapers of 120 by 600 pixels and mid page units of 300 by 250 pixels.
Prihajajoči potniki ustvarjajo prihodke iz neletalskih dejavnosti, saj je veliko verjetneje, da bodo tuji potniki na letališču denar porabili za spominke, lokalne izdelke, najem avtomobila, restavracije itd., pri čemer ti prihodki predstavljajo skoraj polovico prihodkov letališča iz neletalskih dejavnosti.
Skyscraper advertisements are tall and located along the side of a webpage, while mid page units usually sit within online editorial content, making them highly visible.
To zlasti velja za letališče AOC, ki ni imelo rednega potniškega prometa, ko je družba Ryanair začela rute Altenburg–London.
The AMS rate card prices for skyscraper advertisements and mid page units are compared with those of 22 travel websites and 135 other websites.
Dejavnosti, ki bi lahko ustvarjale prihodke iz neletalskih dejavnosti, takrat niso bile razvite.
For both periods and across sectors, AMS rates are found to be lower than or within the range of prices charged by websites in the comparator sets.
Zato so bile dejavnosti trženja zlasti pomembne za povečanje deleža prihajajočih potnikov v okviru skupnega števila potnikov, ki se mu je zavezala družba Ryanair, in spodbuditev uvedbe neletalskih poslovnih dejavnosti na letališču.
How should AMS agreements be treated within the profitability analysis as part of the market economy operator test?
Spletno mesto družbe Ryanair je zlasti dragoceno za trženje, saj:
Ryanair submitted a report prepared by the consultancy firm concerning the principles that it believes should apply to a market economy operator profitability test encompassing both the air services agreements concluded between Ryanair and airports and the marketing agreements concluded between AMS and the same airports [79].
je eno najbolj priljubljenih potovalnih spletnih mest na svetu;
Ryanair emphasises that this does not prejudice its position that AMS agreements and air service agreements should be subject to separate market economy operator tests.
sta blagovna znamka in spletni naslov družbe Ryanair dobro znana;
The report states that AMS-associated income should be included on the revenue side in a joint profitability analysis where AMS expenditure is included on the cost side.
je vsebina spletnega mesta privlačna, stopnja obiskov ene strani pa znaša le […]*;
The report proposes a cash-flow-based method in which expenditure on AMS is treated as an incremental operating expense.
posamezen obisk na spletnem mestu v povprečju traja zelo dolgo in je posebej usmerjen v morebitne potnike na zadevnem letališču.
The report submits that marketing activities contribute to creating and enhancing brand value, which in turn is likely to generate business and profits over the duration of the marketing agreement, and also beyond.
Te značilnosti spletnega mesta so upoštevane v pristojbinah za trženje, ki se zaračunavajo letališču AOC.
An agreement with Ryanair would attract other airlines to the airport.
Družba AMS navaja, da so bile njene pristojbine za trženje določene po tržnih cenah.
This would in turn attract commercial operators and increase the airport's non-aeronautical revenues [80].
Družba ne razlikuje med letališkimi in neletališkimi strankami.
In so far as the Commission undertakes a joint profitability analysis, these benefits should be taken into account by treating expenditure on AMS as an incremental operating expense, with incremental profits calculated net of AMS payments.
Cene, ki jih zaračunava družba AMS, temeljijo na objektivnih merilih in so pregledno navedene na spletnem mestu družbe [84].
In addition, a terminal value should be included in projected incremental profits at the end of the air services agreement in order to record value accruing beyond expiry of the agreement.
Cene, ki jih je družba AMS zaračunavala letališču AOC, so bile v skladu z njenim dokumentom o tarifah.
The terminal value can be adjusted by a conservative assumption as to the probability of the agreement being renewed with Ryanair or similar terms being agreed with other airlines.
Za primerjavo – cena za enostranski oglas letališča v časopisu Daily Telegraph je približno 2385000 EUR za 45 dni (46000 GBP na dan).
This will allow an estimation of a lower bound for the benefits arising jointly out of the AMS and air services agreements, taking into account the uncertainty of incremental profits beyond the expiry of the air services agreement.
Poleg tega so oglasi, ki jih družba AMS zagotovi na spletnem mestu družbe Ryanair, stalni, medtem ko se oglasi na številnih drugih spletnih mestih običajno izmenjavajo.
To support this approach, the report submits a summary of the results of studies on the effect of advertising on brand value.
Družba AMS je sklenila, da ni prejela državne pomoči in da je družba Flugplatz Altenburg-Nobitz GmbH v zvezi z njo ravnala v skladu z načelom udeleženca v tržnem gospodarstvu.