natgillin/translations-raw huggingface dataset:
market economy investor airports will not set prices below incremental cost.
Nazadnje družba Ryanair predlaga, da bi se primerjalna analiza uporabila vsaj za navzkrižno preverjanje rezultatov analize donosnosti.
The consultancy firm acting on Ryanair's behalf argues that its profitability analysis 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.
Iz študije, ki jo je predložila družba Ryanair, je razvidno, da se po vključitvi plačil družbi AMS v primerjalno analizo rezultati na letališčih Lübeck in Cagliari za leti 2012 in 2013 ne spremenijo.
Indeed, the Terminal Value can be adjusted by a conservative assumption on the probability of whether the agreement will be renewed with Ryanair or whether similar terms will be agreed with other airlines.
V njej je ugotovljeno, da so bili v obravnavanem obdobju (2007–2013) neto stroški družbe Ryanair na letališču Cagliari v povprečju višji od povprečnih stroškov na primerjalnih letališčih.
Incremental profitability of Ryanair agreements to the airports should be assessed on the basis of estimates of the NPV or IRR measures.
To pomeni, da bi udeleženec v tržnem gospodarstvu družbi Ryanair verjetno ponudil podobne dogovore.
The study aims to set out the commercial logic underlying regional airports' decisions to buy advertising on Ryanair.com from AMS.
GOSPODARSKA PRESOJA NAČELA UDELEŽENCA V TRŽNEM GOSPODARSTVU: LETALIŠČE CAGLIARI, ANALIZA DONOSNOSTI [83]
Since there is a large number of well-known and habitually used airports, weaker competitors must overcome static buying behaviour of consumers by finding a way to consistently communicate their brand message to a wide audience.
Namen študije je dokazati, in sicer s predhodno analizo, da so bili po mnenju družbe SOGAER SpA (upravljavca letališča Cagliari) sporazumi o letaliških storitvah iz januarja 2007, decembra 2007 in decembra 2009 donosni, in da bi jih v skladu s smernicami za letalski sektor iz leta 2014 za donosne štela tudi vsaka druga družba za upravljanje.
Nevertheless, traditional forms of marketing communication require expenditure beyond their resources.
Analiza donosnosti na podlagi izračuna neto sedanje vrednosti zlasti kaže pozitivni izid indeksa za celotno obdobje (leti 2007 in 2009).
Instead, advertising via AMS:
Zato se zdi, da so dogovori na letališču Cagliari v skladu s trgom.
offers an opportunity to reach a significant audience, consisting of consumers who are already considering a travel purchase;
Glede na dokaze bi udeleženec v tržnem gospodarstvu na letališču Cagliari, ki bi mu bili ponujeni podobni dogovori kot tisti, ki so bili sklenjeni med družbama Ryanair in letališčem Cagliari, v podobnih okoliščinah menil, da so donosni.
entails relatively low costs (rate card at commercial rates for online communication);
UČINEK DEJAVNOSTI DRUŽBE RYANAIR NA PRIHODKE LETALIŠČ IZ NELETALSKIH DEJAVNOSTI [84]
allows communication during the purchasing phase;
Svetovalna družba, ki deluje v imenu družbe Ryanair, je menila, da je začetek izvajanja dejavnosti družbe Ryanair pomembno pozitivno vplival na raven prihodkov letališča iz neletalskih dejavnosti na potnika.
offers the possibility of creative advertising.
Na tej podlagi družba v poročilu trdi, da sta bila pristop, ki ga je do sedaj uporabljala pri analizi donosnosti udeleženca v tržnem gospodarstvu, in pristop, ki ga je v analizi uporabila Komisija [85], zadržana, saj tega povečanja nista vključevala v prihodke letališča.
RYANAIR'S SUBMISSION OF 20 DECEMBER 2013
V poročilu je izvedena empirična analiza z vzorcem 57 evropskih letališč, ki naj bi bila čim bolj podobna letališčem, ki se ocenjujejo v tej preiskavi.
Ryanair submitted comments on 20 December 2013, regarding the payments to AMS, Ryanair's wholly owned web advertising subsidiary.
Rezultat kaže, da so se z začetkom izvajanja dejavnosti družbe Ryanair [86] na 29 zadevnih letališčih prihodki iz neletalskih dejavnosti na potnika realno povečali za približno 12–13,7 % (več od inflacije), ta učinek pa je statistično pomemben.
Ryanair disagrees with the Commission's assessment of payments to AMS as costs to the airport as this approach disregards the value of AMS' services to the airport.
Razlog je verjetno ta, da potniki družbe Ryanair porabijo več kot potniki drugih letalskih prevoznikov, tudi zaradi manjše ponudbe hrane in pijače na krovu nizkocenovnih prevoznikov, in ker je družba Ryanair začela izvajati dejavnosti, zaradi katerih se je razvil terminal – na primer privabljanje dodatnih trgovin na drobno.
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.
V poročilu je bilo ugotovljeno tudi, da ta učinek velja na splošno za nizkocenovne prevoznike.
In support, Ryanair submits an analysis from a consultancy firm acting on its behalf benchmarking the prices charged by AMS with the prices of comparable services offered by other travel websites.
Zaradi rasti v segmentu nizkocenovnih prevoznikov z močnimi znamkami, ki imajo velik potniški promet, bi lahko začetek izvajanja dejavnosti nizkocenovnega prevoznika na letališču precej prispeval k razvoju letališča in s tem k višjim prihodkom iz neletalskih dejavnosti na potnika.
The analysis concludes that the prices charged by AMS were either lower than the average or within the mid-range of prices charged by comparator websites.
Na podlagi upoštevanega vzorca letališč pa začetek izvajanja dejavnosti prevoznikov s polno ceno, nasprotno, ne vpliva bistveno na prihodke letališča iz neletalskih dejavnosti na potnika.
According to Ryanair, this shows that AMS' prices are in line with the market prices.
V skladu s poročilom rezultati poudarjajo zadržano naravo pristopa, ki ga je svetovalna družba do sedaj uporabljala pri analizi donosnosti udeleženca v tržnem gospodarstvu, in pristopa, ki ga je v analizi uporabljala Komisija.
The decision by a public airport to purchase AMS' services is therefore in line with the market economy operator test.
V teh analizah ni predvidena nobena pospešena rast prihodkov letališča iz neletalskih dejavnosti na potnika, zato se ne upoštevajo širše koristi dejavnosti družbe Ryanair na letališčih, ampak le ocene prihodkov iz neletalskih dejavnosti na odhajajočega potnika, povečane za precej nižjo stopnjo inflacije.
Ryanair asks the Commission to reassess its approach adopted for the analysis of AMS' contracts.
Svetovalna družba je zato pričakovala, da bo v njeni analizi načela udeleženca v tržnem gospodarstvu in analizi Komisije podcenjena pričakovana donosnost dogovorov družbe Ryanair na letališču.
Ryanair believes that AMS arrangements should be considered separately from Ryanair's airport services arrangements, being therefore subjected to a separate market economy operator test.
PRIPOMBE DRUŽBE EASYJET
Should the Commission insist on including AMS arrangements and Ryanair's airport services arrangements in a joint market economy operator test, the value of AMS services to the airport should at least not be disregarded.
Dejavnosti družbe easyJet na Sardiniji
The report of the consultancy firm acting on Ryanair's behalf of 20 December 2013 on AMS prices refers to the conclusions drawn in previously submitted reports by marketing advisers Mindshare (2004) and Zenobie Conseil (2011), as well as Professor McLoughlin's report (2012) outlining the importance of advertising for small brands.
Družba easyJet je v obdobju 2010–2013 uporabljala letališči Cagliari in Olbia.
Those reports confirm that Ryanair has a strong pan-European brand, capable of applying a premium price for its advertising services.
Pogodba z letališčem Cagliari
In the analysis, AMS rates were compared with the advertising prices applied by a sample comparators' websites for the period 2004-2005, when the AMS rate card was first introduced, and 2013.
V pogodbi z letališčem Cagliari je pojasnjeno, da se je Sardinija, da bi spodbudila svoje gospodarstvo in zagotovila ustrezen gospodarski donos, odločila za povečanje svojih naložb v trženje v turizmu in je zato upravljavcem letališč v ta namen vsako leto zagotovila določen znesek.
The results show that ryanair.com has more than twice as many monthly visitors as the next most popular travel website, and that visitors are more likely to enter into other e-commerce transactions.
Družba easyJet se je zavezala, da bo zagotavljala dejavnosti trženja, opravljala lete med dvema točkama in dosegla cilje glede števila potnikov, kot je določeno v pogodbi.
These unique characteristics combined with high brand awareness allow Ryanair to charge a premium.
Pogodba vključuje triletni poslovni in medijski načrt, ki ga je pripravila družba easyJet, in cilje glede števila potnikov, ki jih letalska družba mora doseči.
In conclusion, for both periods and across sectors, AMS rates were found to be lower than or within the range of prices charged by websites in the comparator sets.
Pogodbi je priložena študija ekonomskega učinka, ki je naročena pri zunanjem svetovalcu in ki meri donosnost naložb iz dejavnosti trženja.
In support, Ryanair submitted data on traffic to its United Kingdom homepage between November 2012 and November 2013, and in the period 2009-2012, as well as data on AMS services bought by several airports and AMS' agreements with those airports.
Če družba easyJet ne bi izpolnila obveznosti glede opravljanja letov na dogovorjenih rutah in dogovorjene pogostosti letov, bi družba SOGAER imela pravico, da ji ne plača ustreznega zneska.
The Annex B.4 to Ryanair's submission of 20 December 2013 consists in the AMS Contract dated 27 March 2009.
Družba easyJet se je zavezala, da bo družbi SOGAER plačala vse ustrezne in običajne letališke pristojbine in takse.
In particular, the contract states that ‘Airport Marketing Services will provide a package of marketing services for the period 29 March 2009-28 March 2010 for the value of EUR 1600000,00.
Če navedenih pristojbin in taks ne bi plačala, bi se to štelo za kršitev njene obveznosti do družbe SOGAER, ki bi imela pravico do prekinitve pogodbe.
For the period from 29 March 2010 until 28 March 2014, the value of the internet services will amount to EUR 2000000,00 per annum and will be based on the Airport Marketing Services current Rate Card. […]’
V členu 5 pogodbe z letališčem Cagliari je določeno, da je zagotavljanje finančne podpore pogojeno z zadevnimi sredstvi, ki jih dodeli Sardinija.
RYANAIR SUBMISSION OF 17 JANUARY 2014
Pogodbe z letališčem Olbia
Ryanair submitted a report prepared by a 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 the airports and the marketing agreements concluded between AMS and the same airports.
Prva pogodba z družbo GEASAR je bila podpisana 17. marca 2011 in je zajemala obdobje od 28. marca 2010 do 27. marca 2011 (enkratno plačilo v višini […] EUR).
Ryanair emphasises that this does not prejudice its position that AMS agreements and air service agreements should be subjected to separate market economy operator tests.
Druga pogodba je bila podpisana 25. januarja 2012 in je zajemala obdobje od 27. marca 2011 do 30. marca 2013 [88] (do […] EUR za obdobje od poletne sezone 2011 do zimske sezone 2011/2012 ter do […] EUR za obdobje od poletne sezone 2012 do zimske sezone 2012/2013).
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.
Zadnja pogodba z letališčem Olbia je bila podpisana 1. marca 2013 in je zajemala obdobje od 27. marca 2013 do 30. marca 2014 (do […] EUR).
In order to do so, the report proposes a cash-flow-based methodology, by which expenditures on AMS would be treated as an incremental operating expense.
V pogodbah ni navedeno, da javna sredstva za razvoj zračnega prevoza dodeli Sardinija.
The report submits that marketing activities contribute to creating and enhancing brand value, which is likely to generate business and profits over the duration and beyond expiry of the marketing agreements.
Družba easyJet navaja, da je bil namen pogodbe, podpisane 25. januarja 2012, dodatno povečati obseg njenih dejavnosti na letališču z (i) uvedbo nove povezave med Olbio in Madridom v poletni sezoni 2012, (ii) povečanjem tedenske pogostosti prometa v Berlin in iz njega v zimski sezoni 2012/2013, ter (iii) razvojem tranzitnih prometnih tokov v zlasti na mednarodnih trgih, v srednji in nizki sezoni.
Because of an agreement with Ryanair, other airlines are more likely to be attracted to the airport, increasing the flow of commercial operators and the airport's non-aeronautical revenues.
Namen pogodbe je bil razviti program trženja in oglaševanja s finančno udeležbo družbe GEASAR.
Were the Commission to undertake a joint profitability analysis, those benefits should be taken into account by treating expenditure on AMS as an incremental operating expense, with incremental profits calculated net of AMS payments.
Družba easyJet je pripravila poslovni načrt, ki ga je proučila družba GEASAR, ta pa je pripravila lasten poslovni načrt, da bi preverila finančno donosnost pogodbe.
In addition, a terminal value could be included in projected incremental profits in order to capture value accruing beyond expiry of its term.
Upravljavec letališča je vrednost naložbe preveril na podlagi rezultata lastnega poslovnega načrta [89].
In support of this approach, the report submits a summary of the results of studies that demonstrate how advertising can build brand value and improve customer loyalty.
Elementi državne pomoči
In particular, advertising on ryanair.com increases brand exposure for an airport.
Da bi družba easyJet ugotovila, ali je treba zadevni ukrep šteti za državno pomoč, je analizirala vsako od meril iz člena 107(1) Pogodbe.
Specifically, smaller regional airports aiming to increase their traffic base can build their brand value by entering into advertising agreements with AMS.
Državna sredstva
Finally, the cash-flow approach is argued to be in line with State aid and non-State aid Competition decisions from the Commission, namely the case of BayernLB, where the Commission indicated that it would use a dividend discount valuation model to estimate cash flows and then assign a terminal value based on projected dividend growth, and the margin squeeze case relating to Telefónica, where the Commission incorporated a terminal value into its discounted cash flow analysis.
Družba easyJet navaja, da je v pogodbi izrecno naveden sardinski deželni zakon št. 10 iz leta 2010, v skladu s katerim bi Sardinija taka sredstva dodelila upravljavcu letališča, vendar ni nobenega dokaza, da so bila sredstva, ki jih je družba easyJet prejela od družb SOGAER in GEASAR, enaka tistim, ki jih je Sardinija neposredno dodelila upravljavcem letališč.
OXERA'S REPORT 31 JANUARY 2014: HOW SHOULD AMS AGREEMENTS BE TREATED WITHIN THE PROFITABILITY ANALYSIS AS PART OF THE MARKET ECONOMY OPERATOR TEST?
Družba easyJet trdi, da sama navedba deželnega zakona v pogodbi med družbama SOGAER in easyJet ne dokazuje neposredne povezave med sardinskimi deželnimi sredstvi in družbo easyJet.
PRACTICAL APPLICATION
Poleg tega dejstvo, da navedba ni bila vključena v pogodbo med družbama GEASAR in easyJet, dodatno dokazuje, da zakon št. 10 iz leta 2010, naveden v drugi pogodbi, ni bil bistven v odnosu med upravljavci letališč in družbo easyJet.
On 31 January 2014 Ryanair communicated on the Commission State aid investigations in which it is currently involved.
Družba easyJet meni, da bi morala Komisija pred ugotovitvijo, da zadevni ukrep pomeni državno pomoč, konkretno presoditi pogodbe družbe easyJet, da bi preverila, ali so sredstva, ki jih je družba easyJet prejela od upravljavcev letališč, dejansko sredstva, ki jih je zagotovila Sardinija.
On the basis of studies commissioned to a consultancy firm, Ryanair discusses the practicalities of incorporating AMS within a joint AMS-ASA [75] profitability analysis [76] and argues how, in principle, under its understanding of the Commission's approach, AMS agreements can be incorporated within a joint AMS-ASA profitability analysis.
Izkrivljanje konkurence na notranjem trgu
The approach adopted takes into account the potential for the ASA and AMS Agreements to sustain an airport's profits beyond the scheduled end of the ASAs.
Družba easyJet trdi, da prejeto nadomestilo ni tolikšno, da bi negativno vplivalo na konkurenco.
Ryanair argues that Ryanair's presence at an airport could attract other passengers or airlines to use the airport.
To je posledica dveh glavnih dejavnikov: nadomestilo je razmeroma nizko in ni letalskih prevoznikov, ki bi izvajali lete na istih rutah, navedenih v pogodbah.
Advertising and promotion, as a result of the AMS Agreements, could lead to a greater traffic of Ryanair or non-Ryanair passengers, after the scheduled expiry of the ASA with Ryanair.
Družba easyJet je edini letalski prevoznik, ki opravlja lete na vseh rutah, navedenih v pogodbi z družbo SOGAER, in na skoraj vseh rutah, navedenih v pogodbi z družbo GEASAR.
Furthermore, it could also increase the non-aeronautical revenues of the airport.
Upravljavci letališč so na svojih spletiščih pozvali druge letalske prevoznike k opravljanju letov na istih rutah z objavo povabila letalskim prevoznikom, naj predložijo poslovne načrte za opravljanje letov na rutah na letališči Cagliari in Olbia ter z njih, to priložnost pa je izkoristila le družba easyJet.
In Ryanair's opinion, this is an intuitive result, since almost all businesses in the economy will invest in marketing to improve profitability via product differentiation.
Ker je družba easyJet edini letalski prevoznik na zadevnih rutah, domnevna pomoč ne more škoditi nobenemu konkurentu.
Given the typical benefits of marketing, and the network effects associated with growth within airports, it would be therefore incorrect to assume that the only incremental revenues associated with AMS marketing will be Ryanair passengers using the airport during the lifetime of the ASA.
Zato po mnenju easyJet ni izkrivljanja konkurence.
COMMENTS BY RYANAIR OF 12 SEPTEMBER 2014
Neobstoj gospodarske prednosti
Ryanair points out that the examination of the airport-airline arrangement must involve a Market Economy Operator analysis, as recognised by Section 3.5 of the 2014 Aviation Guidelines.
Družba easyJet trdi, da ukrep ne vključuje nobene gospodarske prednosti v njeno korist, svoje argumente pa utemeljuje z načelom zasebnega vlagatelja.
Furthermore, Ryanair argues that the ‘capacity approach’ to the allocation of investment costs is both legally correct under the ex-ante profitability test, and also correct as a matter of economics.
Trdi, da sta lahko družbi SOGAER in GEASAR predhodno ocenili pozitivni gospodarski donos pogodb.
Indeed, the ‘actual usual approach’ fails to reflect the fact that MEO profitability analyses must be carried out on an ex-ante basis.
Gospodarski donos temelji na dveh dejavnikih: (i) družba easyJet se je zavezala, da bo zagotavljala dejavnosti trženja, opravljala lete med dvema točkama in dosegla cilje glede števila potnikov, kot je določeno v pogodbah; (ii) družba easyJet je upravljavcu letališča predložila poslovne načrte za celotno trajanje pogodb in medijske načrte, da bi lahko upravljavec letališča preveril donosnost, in (iii) upravljavec letališča je potrdil donosnost naložb, ki izhaja iz dejavnosti trženja.
ALLOCATION OF INVESTMENT COSTS [77]
V zvezi s prvo točko je družba easyJet pojasnila, da se je v obeh pogodbah z letališči Cagliari in Olbia zavezala, da bo na zadevnih rutah opravljala določeni najmanjši obseg letov in pogostost.
The report of the consultancy firm acting on Ryanair's behalf highlights paragraph 64 of the new Aviation Guidelines and states that, in fact, the hypothetical new terminal or facilities are not required only for one specific airline but other airline companies also can benefit from them.
Kar zadeva drugo točko, je v poslovnih načrtih, ki jih je predložila družba easyJet, podrobno opisana ponudba družbe easyJet, da lahko upravljavci letališč ocenijo donosnost naložb.
It points out that it is not fair to attribute 100 % of the costs to one company even if it is the only company that operates in the airport, whereas the calculation of the costs based on the utilisation of the capacity created by the investments could be a good way.
Družba easyJet je pojasnila, da sta oba upravljavca letališč na podlagi informacij, ki so bile takrat na voljo, ugotovila, da naložbe letališčema prinašajo velik gospodarski donos.
Ryanair stresses the critical difference in measuring utilisation with respect to capacity, rather than share of traffic.
Družba SOGAER se je za sodelovanje z družbo easyJet odločila na podlagi študije ekonomskega učinka, ki jo je potrdil zunanji svetovalec, v kateri se je preveril donos naložbe in ugotovilo, da bo verjetno prinesla velik gospodarski donos in razvoj letališča.
The airport of Angouleme is taken as an example, where Ryanair represented 95-97 % of traffic, but only 25-28 % of the capacity utilisation.
Družba GEASAR je v pogodbi navedla, da je proučila poslovni načrt družbe easyJet, ovrednotila predpostavke in pričakovane rezultate ter pripravila svoj poslovni načrt, ki je potrdil gospodarski interes za sodelovanje z družbo easyJet.
The consultancy firm provides the Commission with several examples, including the Alghero case [78].
S pogodbama z družbama SOGAER in GEASAR se je precej povečalo število potnikov na letališčih Cagliari in Olbia, kar je zagotovilo stalni in vse večji prihodek iz letalskih in neletalskih dejavnosti.
In 2004 a new passenger terminal opened at Alghero Airport that significantly increased the airport's passenger capacity from about 0,8 million to 2,5 million.
Družba easyJet meni, da pogodbi z družbama SOGAER in GEASAR temeljita na izključno tržnih pogojih.
This increase in terminal capacity was reflected in SOGEAAL's business plans through increased rotations and passenger departures from 2004 onwards.
Zato se za zadevni ukrep ne more šteti, da pomeni državno pomoč, saj sta družbi SOGAER in GEASAR ravnali kot zasebna vlagatelja, ki si prizadevata za gospodarske koristi.
In conclusion, the note reports that the appropriate way to allocate investment costs is in relation to the expected share of capacity represented by a given airline agreement.
Skladnost s preskusom v skladu s sodbo iz zadeve Altmark in/ali členom 106(2) Pogodbe
EVALUATION OF THE WIDER IMPACT OF AMS AGREEMENTS ON AIRPORT TRAFFIC [79]
Družba easyJet trdi, da nadomestilo, ki ji je bilo dodeljeno, ne pomeni nezakonite državne pomoči, saj izpolnjuje vsa štiri merila, ki jih je Sodišče v sodbi v zadevi Altmark [90] opredelilo, da bi ugotovilo, ali nadomestilo za javne storitve pomeni državno pomoč.
The consultancy firm acting on Ryanair's behalf has examined the expected incremental profitability of the agreements from the airport's perspective, by analysing not only the costs of the AMS payments, but also the benefits, in terms of the increased attractiveness of the airport, and the potential both for higher levels of non-Ryanair passenger traffic and correspondingly higher levels of non-aeronautical revenues.
Ukrep je nadomestilo za zavezo, da bo opravljala lete na posebej opredeljenih strateških mednarodnih rutah na letališči Cagliari in Olbia ter z njih, in zagotavljala povezane storitve trženja in oglaševanja, zlasti med nedobičkonosnim obdobjem pred glavno sezono in po njej.
In order to demonstrate the wider impact of the AMS agreements, the Alghero Airport has been handled as a case study by the consultancy firm.
Poleg je njeno financiranje v skladu s shemo omejeno na (delno) nadomestilo za stroške, ki jih družba easyJet dejansko ima pri opravljanju naloge javne službe, in ji navsezadnje omogoča, da ustvari zmeren dobiček.