Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the...

7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat

1/51

Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411

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]atnoh Abof" A34=7053

11

Bljeosxcojab ]swasheom

Chphbltfhjs ]sxcy]swasheom Tbajjoje


2/51



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3/51



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4/51


]atnoh Abof" A34=7053 Taeh =

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Ha}yIhs lj snh ga}o} l` `lwheloje ojshwjab ajc h~shwjab ajaby}o}*


5/51



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lwchw sl fa~ofo}h os} aowmwa`s} matamosy" sno} hftna}o}h} snh h`òmohjs x}h l` os} aowtbajh}*


6/51



Oj 1??>" snh chfajc ua} ojmwha}oje ajc Ha}yIhs lthjhc a }hmljc nxg oj Bophwtllb a} Bxslj aowtlws

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os} awha} l` amsoposy `wlf 7 sl 8 mlxjswoh} .Snh XK" @wajmh" ]taoj" Jhsnhwbajc} ajc ]uoshwbajc/*

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bayhw} l` fajaehfhjs* Abb snh}h mwhash a tbha}hc ulwkoje hjpowljfhjs `lw hftblyhh}* Sno} nhbthc

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7/51



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matamosy .13> }has}/*

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http://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdf


8/51



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ljbojh fakoje Ha}yIhs ljh l` snh goeeh}s ojshwjhs whsaobhw} ulwbuoch* Ha}yIhs} ajjxab mx}slfhw}

ewhu xt gy 58( `wlf 8"??0"444 oj 7444 sl 73"=44"444 oj 7443* A} a wh}xbs" snh matamosy x}h

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.WTK/ sl apaobagbh }has koblfhswh} .A]K/* Snh aowbojh ojcx}swy} }saso}som} chflj}swashc oj 7443 >4*?(

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}swashey lj OS nhbthc snh mlftajy }say anhac l` snh mlfthsosolj*

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a jhu bluml}s OS chphbltfhjs flchb unomn }hs} Ha}yIhs ataws `wlf os} mlfthsoslw} snh flchb o}

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faojshjajmh l` os} faoj casaga}h unomn mlj}o}s} l` mx}slfhw oj`lwfasolj fajaehfhjs" `boens

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mnhmkoj ajc chtawsxwh }y}shf}* Oj accosolj" os }swhjesnhj} os} hgllkoje }y}shf unomn o} posab sl os}

h`òmohjs wxjjoje a} hwh}hwpasolj o} aj ojshewab taws l` Ha}yIhs} lthwasoje flchb* Hwh}hwpasolj

}y}shf chshwfojh} snh thw`lwfajmh l` Ha}yIhs ghmax}h o` sno} }y}shf àobhc" }sa`` fhfghw} ulxbc

naph sl x}h fajxab twlmh}}h} unomn fay whqxowh hftblyhh} sl }thjc flwh sofh sl amnohph sa}k}*

Sno} mlxbc nojchw mlftajy} ewlusn bhacoje sl mlj}ochwagbh `boens chbay} ajc mx}slfhw

co}}aso}àmsolj ajc ojmljphjohjmh*


9/51


]atnoh Abof" A34=7053 Taeh >

Ha}yIhs} ta}s }swasheoh} naph }oejoòmajsby yhs tl}osophby oj`bxhjmhc os} mxwwhjs }osxasolj* Os} ewluoje

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watocby hjnajmhc os} amsoposy noenboensoje os} ml}s mxssoje ajc h`òmohjmy* Snh uay snh ojshwjhs na} ghhj

ojmlwtlwashc ojsl snh Ha}yIhs gx}ojh}} flchb na} slsabby gll}shc snh mlftajy} lthwasolj eopoje os a

}x}saojagbh mlfthsosoph hceh a} uhbb a} a }swlje whtxsasolj*

@xwsnhwflwh" snh mlbbaglwasolj ghsuhhj Ha}yIhs ajc ]ltwa na} mwhashc a }xg}sajsoab pabxh sl

Ha}yIhs} OS gx}ojh}} flchb* Oj àms" ]ltwa na} hjnajmhc Ha}yIhs} }l`suawh chbophwy twlmh}} oj shwf}l` }thhc" aeobosy ajc ml}sh``hmsophjh}}* Sno} h~shwjabo}asolj l` snh bluml}s OS flchb faojshjajmh o}

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attbomasolj}* Sno} na} hjagbhc Ha}yIhs sl bluhw mlj}ochwagby snh ml}s l` o}}xoje" twlmh}}oje ajc

co}swogxsoje* Ha}yIhs maj snhwh`lwh fajaeh snh }xttby ajc chfajc l` gx}ojh}} }hwpomh} flwh

h``hmsophby unob}s whfaojoje mlfthsosoph* Sno} hjagbh} snh bluml}s aowbojh sl ojmwha}h glsn

mlffosfhjs ajc ojplbphfhjs l` os} shaf ajc sl `lmx} lj os} mlwh gx}ojh}}* Slcay" h~tblosoje

}thmoabo}s }kobb} ajc tawsjhwoje uosn snowc tawsoh} oj lwchw sl h~shjc snh mlwhoj nlx}h shaf o} a khy

taws l` sno} à}stamhc ewluoje Ha}yIhs} }swashey oj snh noenby mnabbhjeoje apoasolj fawkhs*

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}y}shf} unomn maj gh ammh}}hc snwlxen }hmxwh }hwphw} `wlf ajyunhwh oj snh ulwbc hj}xwoje flwh

h``hmsoph co}}hfojasolj l` oj`lwfasolj* Sno} ab}l hjagbh} ewhashw `bh~ogobosy ajc h`òmohjmy oj Ha}yIhs}

wxjjoje* Os na} ab}l ga}hc os} somkhs }abh} ljbojh" l``hwoje co}mlxjs} h~mbx}ophby lj snh uhg}osh sl

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snl}h l` snh mlfthsoslw}" gxs àwh} awh ab}l qxlshc ljh uay* Sno} }xeeh}s} snas snh gh}s twomh `lw snh

fl}s mljphjohjs `boens fay gh lgsaojhc glsn uay}" ltsofo}oje snh wlxjcswot ml}s `lw snh swaphbhw* Sl

ojmwha}h os} whtxsasolj" Ha}yIhs o} twlewh}}ophby ghmlfoje a ewhhj aowbojh* Os o} hjeaehc oj


10/51


]atnoh Abof" A34=7053 Taeh ?

hjpowljfhjsab o}}xh}; os ab}l aof} sl whcxmh os} mawglj hfo}}olj snwlxen snh x}h l` h`òmohjs ixfgl

ihs} a} uhbb a} mawglj l``}hssoje*

Slcay" Ha}yIhs o} uochby whmlejo}hc a} snh }hmljc bluml}s mawwohw oj Hxwlth a`shw Wyajaow uosn 84

fobbolj ta}}hjehw} thw yhaw* Oj Fay 7411" os glxens os} 744sn aowmwa`s; os mxwwhjsby lthwash} lj lphw884 wlxsh} amwl}} =4 mlxjswoh}* Unob}s Wyajaow lthwash} lj bho}xwh wlxsh} sl xjmljeh}shc ajc

}hmljcawy aowtlws} unhwh snh bhphb l` mlfthsosolj o} phwy blu" Ha}yIhs shjc} sl `lmx} lj twofawy

aowtlws} l``hwoje noenhw `whqxhjmy }hwpomh }l a} sl mlfthsh uosn swacosoljab aowbojh} bokh Gwoso}n

Aowuay}* Snh qxh}solj a} unomn l` snh sul bluml}s mawwohw} o} snh fawkhs bhachw na} ghmlfh a

mlj}sajs mljswlphw}oab chgash oj Hxwlth*

7

Mxwwhjs }swasheom }osxasolj

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aj oftams lj lxw }swasheom mnlomh} oj snh `xsxwh* Snhy }nlxbc snhwh`lwh gh ammlwchc ewhas ojshwh}s

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7*1*1 Famwlhjpowljfhjs

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mlffxjosoh}* Shwwlwo}f maj ab}l max}h t}ymnlbleomab }nlmk ajc `haw l` `byoje* A twofh h~aftbh l`

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hfhweoje mlxjswoh} ajc chphblt }xg}hqxhjsby gx}ojh}} ajc swa`òm oj Hxwlth a} a unlbh* Oj àms" snh

}hj}h l` oj}hmxwosy na} ojmwha}hc cxh snh snwhas l` shwwlwo}f oj snh ta}s* Ha}yIhs }nlxbc snhwh`lwh

oftbhfhjs h``hmsoph }hmxwosy fha}xwh} sl whoj`lwmh mx}slfhw mljòchjmh ajc faojsaoj mlfthsosoph

hceh* Ajlsnhw tlojs ulwsn jlsoje nhwh o} snas Lthj ]koh} Aewhhfhjs} naph ojmwha}hc snh

lttlwsxjosy lw Ha}yIhs ajc os} mlfthsoslw} sl swaj}tlws aowmwa`s} wlf snh HX ajc X]*

Hmljlfom amslw}

Hmljlfom mnajeh} fay a``hms lxw lthwasoje wh}xbs} .ml}s}" `lwhma}s }abh} ajc twlòs/* @lw oj}sajmh"

`bxmsxasolj oj `xhb twomh} unomn ojplbph} a wo}h oj lob twomh} uobb ojmwha}h ml}s} twlcxmsolj ajc


11/51



mlj}xfhw} fay }xg}hqxhjsby tay flwh* Snhwh o} a }swlje bokhbonllc snas `xhb ml}s} uobb ojmwha}h hamn

yhaw ulwbcuoch* Snh}h `bxmsxasolj} mlxtbhc uosn h~mnajeh wash} uobb a``hms Ha}yIhs} ml}s ga}h*

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Ha}s unhwh uh naph a }oejoòmajs twh}hjmh* Ajlsnhw tlojs ulwsn fhjsoljoje nhwh o} chfajc hba}somosy

unomn ojmwha}h }abh} a} swaphbboje o} tlwswayhc a} a bx~xwolx} ellc ajc snh noenhw snh chfajc" snh

ghsshw lxw h~taj}olj* Whmh}}olj o} ab}l a khy a}thms }ojmh os na} aj oftams lj mlj}xfhw} gxyoje

ghnapolxw* Fajy mx}slfhw} awh haehw sl }aph fljhy cxwoje sno} thwolc* Glsn thltbh ajc gx}ojh}}h}

awh ml}smlj}molx}* Snhwh`lwh" snhwh o} noen twomh }hj}osoposy oj snh fawkhstbamh ajc sno} fay gh aj

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}x}tomolx} aglxs snhow swaphb h~thj}h}* Sno} fay }boensby a``hms Ha}yIhs} }abh}*

]lmol&mxbsxwab àmslw}

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twl}thmsolj lj faeaojh} lw snh ojshwjhs* Sno} o} luoje sl snh òjab twomh .ojmbxcoje sa~h}/ unomn o}

ehjhwabby fxmn noenhw snaj snh lwoeojab twomh twl}thmshc sl cwau h~twh}} asshjsolj l` twomh

mlj}molx} swaphbbhw}* Lxw mlffxjomasolj} fx}s mlj}hqxhjsby gh mlj}o}shjs* @xwsnhwflwh" snh

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o} a tlshjsoab lttlwsxjosy `lw ewlusn a} lbchw ehjhwasolj fay naph flwh sofh sl }thjc lj bho}xwh

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aj ojshwjasoljab ajc asswamsoph hphjs unomn fay ehjhwash a bls l` twlòs `lw Ha}yIhs a} snh Lbyftom}awh uhbbjlshc ulwbcuoch*

Shmnjlbleomab ajc mlfthsosoph àmslw}

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khht aj hyh lj os} mlfthsoslw} twomh}" Ha}yIhs} fajaehw} }nlxbc `lmx} lj aj lxs}ochoj thw}thmsoph*

Oj a eblgabo}hc ajc mnabbhjeoje fawkhstbamh"uh fx}s abuay} whfaoj twlamsoph gy ghoje mlj}sajsby ljsnh bllklxs `lw bash}s shmnjlbleoh} .hmlffhwmh" aowmwa`s fajxàmsxwh/* Snh h~thmshc lxsmlfh o} sl

eaoj a mlfthsosoph acpajsaeh ajc sl matosabo}h lxw shmnjomab kjlunlu* Ajlsnhw jheasoph

mlj}hqxhjmh l` acpajmhc shmnjlbleoh} o} snas snhy maj bhac sl whcxmsolj oj snh aflxjs l` gx}ojh}}

swaphb a} mlftajoh} awh fojofo}oje ml}s} gy x}oje abshwjasoph fhaj} l` mlffxjomasolj }xmn a}

shbhmlj`hwhjmoje*

Hmlbleomab àmslw}

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bokhby sl gh uochby whmlejo}hc unhj snhy ojph}s oj hjpowljfhjsab o}}xh} ajc wh}thms snh noenh}s


12/51



}sajcawc} l` }lmoab ajc hsnomab ghnapolxw* Snhwh`lwh" acltsoje a ewhhj aowbojh po}olj fay gh oj `xbb

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masmnulwc ulwbcuoch* Hpochjmh na} }nluj snas hjpowljfhjsab cafaeh ajc aow tlbbxsolj naph

ghmlfh }hwolx} o}}xh} bhacoje sl nhabsn twlgbhf} ajc a``hmsoje ulwk h``omohjmy l` ojcopocxab}* Sno} o}

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whcxmh lxw mawglj hfo}}olj* Os o} mbhaw snas mlftajoh} snas hjmlxwaeh hjpowljfhjs} twlshmsolj awh

thwmhophc a} gwojeoje twl}thwosy" ewlusn ajc }x}saojagobosy*

7*1*7 Snh Fawkhs

Oj Hxwlth" snh aowbojh fawkhs ojmbxch} snwhh faoj syth} l` mawwohw}9 `xbb}hwpomh lw jhsulwk mawwohw}

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bokh sno}9

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,ha}yIhs(74Ma}h,ha}yIhs(74awsombh(74gy(74Clj(74]xbb*tc`
http://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdf


13/51



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bhc gy Wyajaow" Ha}yIhs ajc @bygh snas awh x}oje aeewh}}oph acphwso}oje shmnjoqxh} ajc twomoje sl

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ajc sa~h}* Jhphwsnhbh}}" snh }hmslw o} àmoje mnabbhjeh} oj chphbltoje jhu wlxsh} ajc }x}saojoje os}

ewlusn*

7*1*= Mlfthsosolj

Tlwshw} òph `lwmh} awh whqxowhc sl ajaby}h mlfthsosolj twlthwby*

Snh snwhas l` }xg}sosxsh}

Waob }hwpomh}Jhu noen}thhc swaoj} oj Hxwlth mlxtbhc uosn noen}thhc waob bojkaeh} ghsuhhj failw Hxwlthaj

mosoh} .Tawo}" Gwx}}hb}" Bobbh" Bljclj/ awh ewacxabby ghoje chphblthc* Sno} ab}l ojmbxch} snh mnajjhb

sxjjhb bojkoje snh XK uosn @wajmh* Snh}h waob }hwpomh} awh ojmwha}ojeby mbl}h sl whtbamh aow swaphb luoje

sl snh blu twomh acpajsaeh ajc snh whbasophby hqxab wlxsh cxwasolj snas snhy l``hw* Jljhsnhbh}}"

Ha}yIhs fajaeh} sl mnabbhjeh waob }hwpomh} snajk} sl os} ml}s acpajsaeh; os o} fl}s l`shj suomh mnhathw

snaj Hxwl}saw* Sl àmh sno} ewluoje mlfthsosolj" Ha}yIhs mlj}sajsby l``hw} ljbojh twlflsolj} uosn

wocomxblx} twomh} }l a} sl matsxwh mx}slfhw} asshjsolj*

Lj snh lsnhw najc" waobuay }hwpomh} jafhby Hxwl}saw .BljcljTawo}/ fay gh a snwhas a} snhy l``hw

}lfh acpajsaeh} snas Ha}yIhs majjls a``lwc* Hxwl}saw o} }aoc sl gh flwh mlf`lwsagbh ajc `bh~ogbh

snaj Ha}yIhs" h}thmoabby wheawcoje gaeeaeh jxfghw" }oh ajc uhoens* Os} }has} awh ab}l flwh

mlf`lwsagbh snaj snh Ha}yIhs ljh}* @xwsnhwflwh" Hxwl}saw l``hw} sul mba}}h} .òw}s ajc }hmljc mba}}

`lw ta}}hjehw}/ xjbokh Ha}yIhs unomn twltl}h} ljh }ojebh mba}}* Ammlwcojeby" gx}ojh}} ta}}hjehw} fay

}lfhsofh} mnll}h Hxwl}saw `lw sno} bossbh twh}soeh wasnhw snaj Ha}yIhs* Ajlsnhw acpajsaeh snas

waobuay} }hwpomh} l``hw o} snas waobuay }sasolj} maj gh ha}oby ammh}}hc `wlf aowtlws} a} snhy awh uhbb

blmabo}hc* Sno} fakh} waobuay} }hwpomh} flwh mljphjohjs `lw mx}slfhw} a} snhy cl jls naph sl swaphb


14/51


]atnoh Abof" A34=7053 Taeh 1=

blje co}sajmh} sl ehs sl mosy mhjswh}* Snh ljby cwaugamk l` waobuay }hwpomh} o} snas snhy awh flwh sofh

mlj}xfoje*

Phnombh}Swaphbboje gy maw lw gx} maj gh mnhathw; sno} maj ab}l abblu mx}slfhw} flwh `bh~ogobosy ajc mljswlb

lphw snhow ilxwjhy* Nluhphw" os o} mbhaw snas os ulxbc gh flwh sofh mlj}xfoje* @lw oj}sajmh"

swaphbboje gy gx} uosn Hxwlbojh} `wlf Bljclj sl Tawo} sakh} 1> nlxw} unhwha} uosn Ha}yIhs os ulxbc

ljby gh 1n=4 foj* Oj accosolj" co}sajmh} awh x}xabby sll nxeh lj ojshwjasoljab wlxsh}; os o} snhwh`lwh

co`òmxbs lw phnombh} sl gh aj abshwjasoph flch l` swaj}tlws*

Snh snwhas l` jhu hjswajs}

Snh bluml}s mawwohw fawkhs oj snh XK atthaw} sl gh mbl}h sl }asxwasolj* Jluacay}" awlxjc 744

mawwohw} mlfthsh oj snh Hxwlthaj }nlwsnaxb apoasolj fawkhs ajc snh `lxw bhachw} ojmbxcoje Ha}yIhs"

whtwh}hjs} wlxenby 04( l` }has} `bluj uosn snh wh}s l` snh fawkhs* Bluml}s gx}ojh}} flchb o} ha}y

sl mlty" snas hjmlxwaeh} jhu hjswajs} h~taj}olj*

Ojcx}swy gawwohwSnh aowbojh ojcx}swy whqxowh} h~thj}oph hqxotfhjs ajc àmobosoh}* Aj aowbojh mlftajy jhhc} sl naph

noen matosab lw ellc mwhcos wasoje sl gxy aowmwa`s}* Snhwh`lwh" snh ojosoab ml}s l` ojph}sfhjs o} noen ajc

}xg}hqxhjsby" snh ml}s l` hjswy a} uhbb* Oj accosolj" snh tlshjsoab hjswajs }nlxbc naph }x`òmohjs

ulwkoje matosab sl mlphw os} boagobosoh} .aowmwa`s} ml}s}" aowtlws} sa~h}" ml}s l` acphwso}oje maftaoej}/*

Blu&àwh gawwohwSnh mxwwhjs bluàwh lthwaslw} l``hw mlj}ochwagbh òw}sflphw acpajsaeh} }xmn a} ammh}} sl matosab"

fawkhs kjlubhceh ajc lthwasoljab h~thwohjmh* Jlsuosn}sajcoje snh}h acpajsaeh}" gawwohw} whfaoj

noen oj snh apoasolj fawkhs a} snh mlfthsosolj o} mlj}sajsby ewluoje ajc os o} }sobb co`òmxbs `lw

lweajo}asolj} sl fajaeh snhow òjajmh}* Ojshwh}sojeby" l` snh 80 aowbojh mlftajoh} baxjmnhc oj 1??8"

15 uhjs gajkwxts oj snhow òw}s yhaw .Hxwlthaj Fajaehfhjs Ilxwjab" 1???/* Sno} hftna}o}h} nlu

co`òmxbs os o} `lw aowbojh} sl }xwpoph hmljlfomabby*

Gaweaojoje tluhw l` }xttbohw} .flchwash/


15/51



Glhoje ajc Aowgx} awh snh failw aowtbajh} fajxàmsxwhw}* Ha}yihs faojby chab} uosn Aowgx}*

Nluhphw" whbyoje lj ljh fajxàmsxwhw ljby .Aowgx}/ fay gh a wo}k o` snh }xttbohw àob} sl chbophw lj

sofh lw h~aftbh lw lsnhw }xttbohw} l``hw bluhw twomh}*

Aowmwa`s} }xttbohw}]ojmh os} ojmhtsolj oj 1??8" Ha}yIhs na} ojmwha}hc os} aowtbajh} `wlf ljby sul sl 744 aowmwa`s} slcay*

Sno} ojmbxch} 17? aowmwa`s} l` Aowgx} A=1?" == aowmwa`s} l` Glhoje 5=5544 ajc => l` Glhoje 5=5=44*

]ojmh 744=" hpochjmh na} }nluj snas snh aowbojh ojcx}swy clh} jls snwoph* Snhwh`lwh" sno} chab o} noenby

twlòsagbh `lw snh }xttbohw}* Eophj snh oftlwsajmh l` sno} gx}ojh}} `lw }xttbohw}" snh gaweaojoje tluhw

l` }xttbohw} maj gh mlj}ochwhc a} bluhw snaj Ha}yIhs} ljh unomn chab} uosn sul }xttbohw} ajc maj

snhwh`lwh ghjhòs wlf aplxwagbh twomh}*

Thswlb }xttbohw}Thswlb o} a mlwh fashwoab oj snh aowbojh ojcx}swy* Os} twomh na} }oejoòmajsby ghhj oj`bashc cxh sl snh Owaq

uaw* Jluacay}" ml}s l` thswlb na} ghmlfh noenhw snaj hphw* Nluhphw" Ha}yIhs} ajjxab whtlws 7414

}nlu} snas snh bluml}s aowbojh na} jls whabby ghhj a``hmshc gy sno} oj`basoljawy twh}}xwh* Snh

gaweaojoje tluhw l` thswlb }xttbohw} maj snhwh`lwh gh chhfhc flchwash*

AowtlwsHa}yIhs} faoj aowtlws o} Bxslj Aowtlws" os} ga}h* Snh aowbojh tawkoje o} }sobb h~thj}oph gxs Ha}yIhshj}xwh} os ehs} twh`hwhjsoab sawo``} }l a} sl whfaoj mlj}o}shjs uosn os} gx}ojh}} flchb snas pabxh} ml}s

h`òmohjmy* Snh gaweaojoje tluhw l` }xttbohw o} flchwash nhwh*

Gaweaojoje tluhw l` gxyhw}

Jl fasshw nlu h~thj}oph awh somkhs}" mlj}xfhw} awh gxyoje a} Ha}yIhs} sawehs} awh h}}hjsoabby twomh

mlj}molx} mlj}xfhw} unl awh abuay} }hhkoje `lw snh bluh}s twomh}* Snhwh`lwh" snhy awh asswamshc gy

Ha}yIhs somkhs}" h}thmoabby lj snh ojshwjhs unhwh twomh} awh fxmn mnhathw*

Ojshwjasoljab mx}slfhw ga}hSlcay" Ha}yIhs} uhg}osh o} apaobagbh oj > co``hwhjs bajexaeh}* Sno} fakh} os ammh}}ogbh `lw abb

mx}slfhw} ulwbcuoch* Sno} h~shj}oph ehlewatnom mlphwaeh mlxtbhc uosn h~mhbbhjs mx}slfhw

a}}o}sajmh ljbojh naph nhbthc Ha}yIhs whsaoj os} mx}slfhw} wheawcbh}} snhow blmasolj*

Blu àwh}


16/51



Uosn Ha}yIhs" snh hawbohw ylx gllk" snh bh}}hw ylx tay* Sno} tnobl}ltny mlxtbhc uosn noen chfajc

hba}somosy oj snh apoasolj fawkhs fakh Ha}yIhs mlj}sajsby atthaboje sl mx}slfhw}* @xwsnhwflwh" snh

bluml}s aowbojh o} ojmwha}ojeby mlj}ochwhc a} fxmn flwh pabxh `lw fljhy snaj os} wopab Wyajaow; os}

mx}slfhw }hwpomh o} uochby tlwswayhc a} ghsshw snaj Wyajaow} ljh*

Twomh auawhjh}}Jluacay}" uosn acpajmhc jhu shmnjlbleoh}" os na} ghmlfh ha}ohw `lw mx}slfhw} sl mlftawh twomh}*

]ojmh snhwh o} a }boens co``hwhjmh oj twomh} ghsuhhj bluml}s aowbojh}" mx}slfhw} maj ha}oby }uosmn `wlf

ljh aowbojh sl ajlsnhw oj`bxhjmhc gy twomh co``hwhjmh}* Sno} maj gh glsn chswofhjsab sl Ha}yIhs ajc

ghjhòmoab lw snh owf*

Wopabwy aflje h~o}soje òwf} .flchwash/

Tl}osolj oj snh fawkhsEblgabby" snh bhachw l` bluml}s mawwohw aowbojh} o} ]lxsnuh}s Aowbojh} oj snh X]A*

Gxs snh faoj bluml}s mawwohw aowbojh} snas awh lthwasoje wlf ajc sl snh XK awh9

Ha}yIhs Wyajaow@bygh Gfogagy

Ha}yIhs o} snh }hmljc bluml}s aowbojh oj Hxwlth* ]ojmh 1??>" Wyajaow o} snh fl}s twlòsagbh bluml}s

mawwohw aowbojh oj Hxwlth* Nh khht} os} bhachw}not snajk} sl os} mlfthsosoph twomh}" l``hwoje snh bluh}s

twomh} oj snh fawkhs1* Aj h}}hjsoab taws l` os} }xmmh}} o} ab}l cxh sl os} }swashey sl whcxmh ml}s}* A

twofh h~aftbh l` sno} o} snh mnlomh l` Wyajaow sl `by faojby sl àw }hmljcawy aowtlws} sl bluhw ml}s}

ch}tosh ta}}hjehw} mlftbaojs} ajc xjbokh os} goeeh}s wopab Ha}yIhs* Oj àms" Ha}yIhs} cowhms ajc mbl}h}s

mlfthsoslw o} Wyajaow a} snhy awh glsn x}oje snh }afh gx}ojh}} flchb

@xwsnhwflwh" aj ojmwha}oje jxfghw l` ojshwfhcoawoh} .bokh Snlfa} Mllk" @boens mhjswh/ twltl}hmnawshwhc boens} ajc pawolx} tamkaeh} .nlshb+gllkoje+}aàwo slxw}/ as mlfthsosoph twomh}*

Mlfthsosolj ghsuhhj Ha}yIhs ajc swacosoljab aowbojh}Gwoso}n Aowuay} ajc lsnhw ojshwjasoljab mawwohw} lxs l` snh XK .Aow @wajmh" ]F Gwx}}hb}/ awh wopab} a}

uhbb gxs lj a bluhw }mabh a} snhy sawehs co``hwhjs fawkhs }hefhjs} }xmn a} uhabsny ojcopocxab} ajc

noen ojmlfh hawjhw}* Unhj gllkhc hawbohw" ta}}hjehw} maj ehs fxmn mnhathw somkhs} uosn snl}h

mlftajoh} snas l``hw a noenhw qxabosy l` }hwpomh mlftawh sl bluml}s aowbojh}*

1Wyjaow l``hw} twlflsoljab twomh} thwolcomabby* Os }hbb} }has} lj }hbhmshc ajc asswamsoph ch}sojasolj} `lw 1 ljby

sl ojmwha}h os} fawkhs }nawh ajc }say anhac l` snh mlfthsosolj*


17/51



7*7 Ojshwjab Axcos7*7*1 Wh}lxwmh Ga}hc Pohu

Wh}lxwmh} Mlfthshjmoh}

Snwh}nlbc wh}lxwmh}

SajeogbhHa}yIhs mlj}o}s} l` 744 aowmwa`s} ajc lthwash} lj

lphw 884 wlxsh} amwl}} =4 mlxjswoh}*

OjsajeogbhTawsjhw}not} uosn uhbbkjluj OS mlftajoh}

}xmn a} ]ltwa Ewlxt" Fomwl}l`s*

Whboagbh }xttbohw} .Aowgx}" Glhoje/

Chab} uosn Ehjhpa aowtlws abblu} Ha}yIhs slh~tblos aj HX lthj }koh} aewhhfhjs uosn

]uoshwbajc

Snwh}nlbc mlfthshjmoh}

@a}ssxwjawlxjc sofh} .`boens} hphwy 74

fojxsh}/

Ml}s h``omohjmy .jl wobb}" fojofab }hwpomh" mxssoje

ml}s}/

Tathwbh}} lthwasolj} sl fojofo}h ua}saeh ajc

ml}s}

]a`hsy o} as snh slt l` Ha}yIhs} twolwosoh}

Lj sofh thw`lwfajmh

Xjoqxh wh}lxwmh}

SajeogbhX}h l` twofawy aowtlws} xjbokh os} wopab Wyajaow

unomn h~mbx}ophby xsobo}h} }hmljcawy aowtlws}*

Ojsajeogbh]swlje mlwtlwash lwajeh mxbsxwh

Uochby whmlejo}hc h}thmoabby oj snh XKOjmwha}oje gwajc auawhjh}}

Ojshwjasoljab mx}slfhw casaga}h

Mlwh mlfthshjmoh}

@ow}s XK aowbojh sl chphblt }xmn aj asswamsoph

uhg}osh" ow}s aowbojh mlftajy sl twlpoch ljby

ljbojh twlflsolj}

Toljhhw oj ljbojh gllkoje

Ha}yIhs o} uochby mlj}ochwhc a} snh gh}s

h~aftbh l` a flchwj aowbojh* Sno} o} cxh sl os}

}xmmh}}`xb OS gx}ojh}} flchb .ljbojh }abh} ajc

twlflsolj}/*

Ch}tosh snh mljmhwj l` Ha}yIhs lj }a`hsy" os o} uochby ghbohphc snas ljh l` snh `haw} aglxs blu ml}s

aowbojh} o} snas snhy awh fl}s bokhby sl mlftwlfo}h lj }a`hsy `lw snh }akh l` mxssoje ml}s}* Snh Gwoso}n

Aowbojh Tobls} A}}lmoasolj faojsaojhc snas blu ml}s aowbojh} tobls} maj gh shftshc sl mxs mlwjhw} sl

amnohph `boens sofhsagbh}* Sno} thwmhtsolj l` bluml}s aowbojh o} a failw o}}xh l` ofaeh `lw Ha}yIhs

unomn }nlxbc mlth uosn }l a} sl faojsaoj os} }swlje whtxsasolj* O` Ha}yIhs `aob} sl hj}xwh mx}slfhw}

aglxs }a`hsy" sno} fay cwafasomabby a``hms os} gwajc jafh whtxsasolj*


18/51



7*7*7 Lthwasoje Wh}xbs}

Ch}tosh aj ojmwha}h oj lthwasoje ml}s} .3*=(/7 oj 7414" Ha}yIhs na} amnohphc a whfawkagbh

thw`lwfajmh mlftawh sl 744?* Os na} whoj`lwmhc os} tl}osolj oj }nlwsnaxb swaphb apoasolj ojmwha}ojeos} fawkhs }nawh `wlf 0*8( sl 5*0(* Accosoljabby" os} slsab whphjxh thw }has ewhu gy 8*1( matamosy

fha}xwhc oj }has `bluj* Ha}yIhs ab}l fajaehc sl bluhw os} xjchwbyoje twhsa~ bl}} ojmwha}oje os} ma}n

`blu gy 7>= fobbolj sl 1"=8> fobbolj .}hh atthjco~ 7 t* 30/*

7*7*= Pabxh Mnaoj Ajaby}o}

Tlwshw .1?>8/ ch}mwoghc snh pabxh mnaoj a} a }swasheom sllb snas h~tbaoj} nlu twlcxms} awh

swaj}`lwfhc }l a} sl mwhash ajc chphblt flwh pabxh snaj snh }xf l` pabxh} mwhashc gy abb snh }ojebhamsoposoh}* Snh wasoljabh ghnojc sno} mnaoj o} sl ltsofo}h acchc pabxh ajc sl mba}}o`y amsoposoh} a} uhbb

a} snh pabxh snhy mwhash oj co``hwhjs mashelwoh}* Uh maj attby sno} flchb sl Ha}yIhs} amsoposoh}*

@owf

oj`wa}swxsxwh

]hmljc aowbojh oj Hxwlth" Ha}yIhs na} a }swlje gwajc auawhjh}} ajc whtxsasolj h}thmoabby oj

Hxwlth* Os} whtxsasolj o} ojmwha}ojeby ewluoje a} os o} h~tajcoje os} gx}ojh}} ojsl hfhweoje

fawkhs .Flwlmml" Heyts/* Sno} nhbt} ojmwha}h os} gwajc jafh whtxsasolj* Os} gx}ojh}} flchb

o} ga}hc lj bluml}s flchb unomn pabxh} ml}s h``omohjmy*

Ha}yIhs} mx}slfhw }hwpomh o} mwosomo}hc gy mx}slfhw} unl faojsaoj snas mx}slfhwa}}o}sajmh maj }sobb gh oftwlphc*

Mx}slfhw} thwmhtsolj .blu twomh} thwmhophc a} blu qxabosy/*

Nxfaj

Wh}lxwmh}

Fajaehfhjs

Ha}yIhs faojby

whmwxos} ylxje

thltbh* Snhy

fx}s gh

ma}xabby

cwh}}hc sl

twlflsh

Ha}yIhs}

mlwtlwashmxbsxwh*

Ilg attbomasolj

ljbojh"

Ha}yIhs

hjmlxwaeh}

cophw}osy" os

ab}l mlj}ochw

os} ulwk`lwmh

a} a khy cwophw

ghnojc os}

7Ha}yIhs [ljbojhV9nsst9,,7414ajjxabwhtlws*ha}yihs*mlf,`obh},tc`,@xbb\Whtlws\ha}yIhs\AW14*tc`
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19/51


]atnoh Abof" A34=7053 Taeh 1>

}xmmh}}*

Snhwh`lwh" os

mlj}ochwagby

ojph}s} oj

thw}ljabchphbltfhjs

sl ojmwha}h

ojplbphfhjs

ajc

mlffosfhjs

l` snh shaf

ulwk*

Hftblyhh}

ghjh`os wlf

swaojoje

twlewaf}"

mlamnoje ajc

fhjslwoje sl

mlj}sajsby

oftwlph snhow

}kobb} ajc snhow

kjlubhceh*

Mx}slfhw} awh

}sobb xj}aso}`ohc

uosn Ha}yIhs

mx}slfhw

}hwpomh* Sno}

}xeeh}s} snas

Ha}yIhs} }sa``

jhhc} sl

hjnajmh snhow

thw`lwfajmh

ajc ghnapolxw*

Shmnjlbley

chphbltfhjs

X}h l` acpajmhc

jhu shmnjlbleoh}*

Mlj}sajs

oftwlphfhjs} l` os}

OS gx}ojh}} flchb

}l a} sl chbophw

noenhw qxabosy

}hwpomh ajc amnohph

ewhashw

thw`lwfajmh*

]ojmh 1??>" Ha}yIhs

na} hjnajmhc os}

ljbojh }hwpomh ajc

?8( l` gllkoje} awh

fach lj snh

ojshwjhs slcay* Sno}

}nlu} snh

h``hmsophjh}} l` sno}

Ha}yIhs na}

baxjmnhc Woens

Jlu ]hwpomh oj

lwchw sl

hjnajmh

ljbojh

mx}slfhw

a}}o}sajmh*

Sno} }y}shf

hjagbh}

mx}slfhw} sl

a}k qxh}solj}

oj snhow luj

bajexaeh} ajc

sl whmhoph

oj}sajs

aj}uhw}*


20/51


]atnoh Abof" A34=7053 Taeh 1?

mnajjhb*

Slcay" Ha}yIhs o}

thwmhophc a} snh

fl}s flchwj

aowbojh oj Hxwlth a}os} uhg}och o} }aoc

sl gh snh fl}s

asswamsoph l` abb

aowbojh} uhg}osh}*

Twlmxwhfhjs Aowgx} ajc Glhoje

awh snh h}}hjsoab

}xttbohw} l` Ha}yIhs*

Ha}yIhs ab}l chab}

uosn h~shwjab

mlftajoh} }xmn a}

]ltwa ajc

Fomwl}l`s sl hj}xwh

snh faojshjajmh l`

os} OS gx}ojh}}

flchb .hfaoboje"

ljbojh wh}hwpasolj}"

mx}slfhw ga}h"

MWF/

Whmymboje" whx}oje"

whcxmoje"

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wh}tlj}ogobosy"

Whcxmsolj l`

mawglj hfo}}olj

ajc `xhb

mlj}xftsolj

snwlxen snh baxjmn

l` HmlIhs*

Ha}yIhs na} ab}l

baxjmnhc a jxfghw

l` twlewaf} sl

hjnajmh

whbasolj}not} uosn

os} }xttbohw}* Os na}

bhc wlbhwhphw}ab

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ulwk}nlt} ajc

}ofxbasolj} uosn

}xgmljswamslw} sl

mbawo`y Ha}yIhs}

pabxh}" fo}}olj}

ajc h~thmsasolj} sl

}xgmljswamslw}*

Accosoljabby"

Ha}yIhs na}

ch}oejhc aj

Ha}yIhs o}

faojby

blmashc as

Bxslj Aowtlws

gxs ab}l na}

ga}h} oj

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21/51



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22/51



snas nhbt

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23/51



mx}slfhw} jhhc} ajc snh ewluoje fawkhs chfajc}* @ojabby" sno} pabxh mnaoj ab}l xjchwbojh} Ha}yIhs}

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ljh l` snh uhbblweajo}hc uhg}osh} l` bluml}s mawwohw aowbojh}* Os o} asswamsoph ajc taojshc lj

tbajh* Abb os} oj`lwfasolj o} apaobagbh lj snh uhg}osh* Aeewh}}oph twlflsoljab }abh} lj snh ojshwjhs9 Ha}yIhs l``hw} co}mlxjs} thwolcomabby slmx}slfhw}" h}thmoabby cxwoje l`` thak thwolc* @lw oj}sajmh" snhy }hbb somkhs} as ?"?? sl asswams

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=Ha}yIhs o} taws l`Ha}yEwlxt unomn o} mlftl}hc l`Ha}yGx}" Ha}yNlshbajc Ha}yMaw*


24/51


]atnoh Abof" A34=7053 Taeh 7=

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sl asswams mx}slfhw} lj snhow uhg}osh }ojmh snh ojshwjhs o} ojmwha}ojeby tlwswayhc a} snh

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gy snh }hwpomh* Snhy mlftbaoj aglxs

chbay fajaehfhjs ajc tllw mx}slfhw

}hwpomh*


25/51



]swhjens}

Gwajc auawhjh}}9 Ha}yIhs o} taws l`Ha}yEwlxt unomn o} mlftl}hc l`Ha}yGx}" Ha}yNlshbajcHa}yMaw* Os} gwajc jafh o} tltxbaw oj snh XK* Os na} a gwoens ajc cyjafom mlblxw .lwajeh/ ajc

masmny }bleaj9 Mlfh lj" bhs} `by* Cyjafom ajc chfajc&ga}hc twomoje }swashey9 snhwh awh mlj}sajs twomh} acix}sfhjs} lj snhojshwjhs ammlwcoje sl chfajc" `boens cash} ajc cash l` gllkoje* Ha}yIhs ab}l mxs} twomh

shftlwawy xt sl 84 ( .twlflsoljab twomh} ljbojh sl aploc twlmwa}sojasolj/ sl ehjhwash

oftxb}h txwmna}h ajc mwhash h~moshfhjs* Snh }swljehw snh chfajc" snh noenhw snh twomh}*

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jhhc}* .Klsbhw hs ab*" 744?/

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ghjhòmoab lw glsn snh mlftajy ajc mx}slfhw}* @hu `wobb}9 Ha}yIhs khht} ml}s} cluj gy mnaweoje ta}}hjehw} `lw hphwy h~swa ajc l``hwoje `hu`wobb} Hjpowljfhjsab bhachw}not9 Amsoph fhfghw l` snh HX Hfo}}olj} Swacoje ]mnhfh .}ojmh 744=/unomn hjmlxwaeh} mlftajoh} sl gh flwh mawglj h`òmohjs gy whcxmoje hfo}}olj} }oejoòmajsby

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3Ha}yIhs [ljbojhV9 nsst9,,uuu*ha}yihs*mlf,a}t,hj,gllk,ojch~*a}t


26/51



Wyajaow o} fxmn mnhathw9Wyajaow} àwh} }saws `wlf 4"?? sl unobh Ha}yIhs ljh} }saws`wlf >"?? sl ?* Wyajaow} aphwaeh twomh o} wlxenby 34 unhwha} Ha}yIhs ljh} o} awlxjc

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fawkhsoje }swasheoh} }xmn a} mx}slfhw} blyabsy lw hjnajmoje mx}slfhw }hwpomh h`òmohjmy awh

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jhu somkhs o} mnhathw snaj flco`yoje aj h~o}soje somkhs* Sno} bhac} sl mx}slfhw}

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chmach*

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27/51



}hj}osoposy oj snh fawkhstbamh ajc sno} fay gh aj lttlwsxjosy `lw Ha}yIhs sl asswams twomh

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28/51



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29/51


]atnoh Abof" A34=7053 Taeh 7>

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twlihms}


30/51


]atnoh Abof" A34=7053 Taeh 7?

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31/51


]atnoh Abof" A34=7053 Taeh =4

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32/51


]atnoh Abof" A34=7053 Taeh =1

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40/51


]atnoh Abof" A34=7053 Taeh =?

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}sashfhjs9 Unas snh mlftajy }sajc} `lw


41/51



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Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the...

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