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Leraotc`g Vje``c`g

LHE, @dtos 

Mr Elct Xe`g`oaer 

wwwmrelctre`g`oaeridl 

elctre`g`oaerFglecjidl

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 8 

Leraotc`g Vje``c`g

Yosscd`

]dpci Ieso Ytumy Xoidllo`mom roemc`g, @dtos* Adtjor $Aojjor $Adsby$Kbe 59o"AAAK#* Xosoerib Kdur`ej Ertcijo "XKE#$hdda nrdl OHYID$

jchrery

5 O`vcrd`lo`t,Yctuetcd` E`ejyscs*o`vcrd`lo`t* c`mustry .idlpotctcd`

Njox $ Nezo9

 @dtos; Ib5 E`ejysc`g Leraotc`g Dppdrtù ctcos

AAAK; Ib 9 "O`vcrd`lo`t# pp >5,2?* Ib 3 "Idlpotctcd`# pp88?,8=7

XKE; Vdrtor L* ]bo ? idlpotctcvo Ndrios tbet sbepo stretogy*Berverm Husc`oss Xovcow* Ke` 8662

8 Leraotc`g Ytretogy "Y]VM#. Hre`mc`g

LiMd`ejmsC`mce o`trystretogy

 @dtos; Ib 8 Leraotc`g Ytretogy

AAAK; Ib 2 Yoglo`tetcd` . ]ergotc`g pp 532,889* Ib 55

Vdsctcd`c`g* Adtjor 59o Ib55 Mcnnoro`tcetcd` pp 826,96?* Ib 3Dw` @dtos pg 5?,52Vrdmuit Jcnoiyijo . Leraotc`g Ytretogcos Dw` @dtos pg 53,88

XKE; Leraotc`g Ytretogy bdw ct ncts wctb husc`oss stretogy*Leraotors ]ddjact* Berverm Husc`oss Yibddj Vross* 866>

9 @ow Vrdmuit Movojdplo`t ]ete @e`d @VM

 @dtos; Ib 9 Leraotc`g Lcx

AAAK; Ib 86 "@ow Leraot Dnnorc`g# pp ?=3,?25

XKE; Hd`ehoeu* Xdmmcia* Erlstrd`g* E ldro retcd`ej epprdeib

td `ow prdmuit movojdplo`t* Berverm Husc`oss Xovcow* Ler 8662

= Leraotc`g ]eitcis "Lcx# Lddv @dtos; Ib 9Leraotc`g Lcx

AAAK; Ib 58 "Vrdmuit# pp 967,99?* Ib 3 "Hre`mc`g# pp 88?,8=7* Ib 56 "# pp 8=2,873

XKE; Jovctt ]* Leraotc`g Lydpce* Berverm Husc`oss Xovcow* Kuj866=

? Ytretogci Vdrtndjcd E`ejyscs. Jcnoiyijo Le`egolo`t

]ek Bdtojs @dtos; Ib 9 Leraotc`g Ytretogy

AAAK; Ib 8 "Movojdpc`g Leraotc`g Ytretogcos e`m Vje`s# pp 98,?3

XKE; Eeaor* Kdeaclstbejor* Hre`m Joemorsbcp* Nroo Vross* 8665

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 9 

 Ehdut tbo Eutbdr 

Mr Elct Xe`g`oaer* LHE "Leraotc`g# e`m VbM "Husc`oss Ytretogy#

nrdl @LCLY* Lulhec* bes dvor 8 moiemos dn prdgrosscvojyrospd`schjo pberle c`mustry oxporco`io wctb Io`teur

Vberleioutciejs. C` 866> Mr Xe`g`oaer wes ewermom e 56 `etcd`

sibdjersbcp td Ourdpo hy tbo Gdvor`lo`t dn Mo`lera td idlpjoto

bcs mditdrej rosoerib. Bcs id,eutbdrom hdda (Iesos c` C`mce`

Le`egolo`t( wes jeu`ibom c` Lulhec* Muhec e`m Jd`md` c`

8662. 

Olherac`g d`td toeibc`g es e bdhhy c` 8669* Mr Xe`g`oaer cs e vcsctc`g neiujty et Lulhec's

joemc`g H,Yibddjs. Bcs roportdcro dn c`scgbtnuj ̀ dtos e`m idlpojjc`g ieso stumcos bevo emmom

vejuo td dvor 7*?66 LHE stumo`ts. Bo sberos bcs tbdugbts e`m a`dwjomgo wctb e gjdhejeumco`io tbrdugb bcs cllo`sojy pdpujer wohscto e`m hjdg* wbcib bevo tdgotbor ijdiaom dvor

266*666 bcts.

Mr Xe`g`oaer bes proso`tom d` vercdus husc`oss ieso stumcos d` leraotc`g* hre`mc`g e`m

husc`oss stretogy* et H,sibddjs e`m idrpdretos eirdss C`mce e`m Ourdpo. Bo bes hoo` e pert dn 

gjdhej joemorsbcp prdgrellos dn ̀ ulordus Ndrtu`o 566 idlpe`cos c` Ourdpo e`m Esce. Bo cs

e` oxtor`ej gucmo ndr twd VbM rosoerib sibdjers.

Id,drmc`etos Olecj elctre`g`oaerFglecj.idl* elctFmrelctre`g`oaer.idl

  Id`icso ijess ̀ dtos d` leraotc`g* hre`mc`g e`m stretogci le`egolo t̀   Xosoeribom Ieso stumcos c` pdwor pdc`t proso`tetcd` "ppt#  ]cps d` VbM* Vberle e`m mojcvorehjos   ^ercdus puhjcietcd`s dn tbo eutbdr   C`scgbts c`td pberleioutciej c`mustry 

Bdlo 

Wbet's @ow 

LHE @dtos 

Ieso Ytumy VV]s 

A`dwjomgo 

Vuhjcietcd`s 

Id`teit Lo

^csct wwwmrelctre` `oaeridl … tbo bdlo e o ndr LHE stumo t̀s wdrjmwcmo 

mailto:amitrangnekar@gmail.comhttp://www.dramitrangnekar.com/index.phphttp://www.dramitrangnekar.com/projects.php?tab=0http://www.dramitrangnekar.com/projects.php?tab=1http://www.dramitrangnekar.com/projects.php?tab=2http://www.dramitrangnekar.com/projects.php?tab=3http://www.dramitrangnekar.com/projects.php?tab=4http://www.dramitrangnekar.com/amit-rangnekar-phd-mba-contact.phphttp://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/amit-rangnekar-phd-mba-contact.phphttp://www.dramitrangnekar.com/projects.php?tab=4http://www.dramitrangnekar.com/projects.php?tab=3http://www.dramitrangnekar.com/projects.php?tab=2http://www.dramitrangnekar.com/projects.php?tab=1http://www.dramitrangnekar.com/projects.php?tab=0http://www.dramitrangnekar.com/index.phpmailto:amitrangnekar@gmail.com

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego = 

Leraotc`g Vje`, ‟Vje` ydur wdra* e`m wdra ydur pje`„, td eibcovo ncrl‒s ler aot stretogy

  Vje`s td hucjm oxcstc`g $ jeu`ib `ow hre`ms  ]clc`g dn cts sejos e`m prdldtcd`ej eitcvctcos* prcic`g c`to`tcd`s . mcstrchutcd` onndrts  Bdw wcjj tbo pje` ho id`trdjjom e`m tbo rosujts loesurom

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego ? 

5 O`vcrd`lo`t

Yctuetcd`ej E`ejyscs

YWD] E`ejyscs, ]d essoss tbo c`tor`ej $ oxtor`ej o`vcrd`lo`t e ncrl dporetos c`

Ytro`gtbs "C`tor`ej# Woea`ossos "C`tor`ej#

_YV's* iepehcjctcos* idlpotctcvo emve`tego* rosdurios*oxporco`io* a`dwjomgo* mete* nc`e`icejs* leraotc`g* roeib*idllu`cietcd`* sorvcio* jogeiy c``dvetcd`* jdietcd`*godgrepby* prcio* vejuo* C] quejcty* eiiromctetcd`s* prdiossos*systols* iujturo* vejuos* hobevcdur* le`egolo`t* roputetcd`*

Vrdpdsctcd`* iepehcjctcos geps* proso`io*stro`gtb* roputetcd`* roeib* nc`e`icejs*vuj`orehcjctcos* tclosiejos* moemjc`os* prossuros* suppjy ibec`* ldrejo* ettrctcd`*idllctlo`t* joemorsbcp* prdiossos .systols* le`egolo`t*

Dppdrtu`ctcos "Oxtor`ej# ]broets "Oxtor`ej#

Leraot $ husc`oss $ prdmuit movojdplo`t* c`mustry pdto`tceje`m pbeso* idlpotctdr vuj`orehcjctcos* ̀ ow leraots*moldgrepbcis dr jcnostyjo tro`ms* gjdhej c`njuo`ios*toib`djdgy* c``dvetcd`* ̀ cibos* vortciejs $ bdrczd`tejs*

godgrepbcos* surprcso* `ow id`treits* c`ndrletcd` e`mrosoerib* pert`orsbcps* mcstrchutcd`* vdjulos* prdmuitcd`*oid`dlcos* soesd`* c`njuo`ios

VOY]* idlpotctcvo c`to`tcd`s* leraotmole`m* id`treits e`m pert`ors* sustec`c`giepeictcos* nc`e`ios . iepehcjctcos*dhsteijos* c`surldu`tehjo woea`ossos*

c`mustry iyijos* soesd`ejcty

]bo o`vcrd`lo`t

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego > 

VOY]JO e`ejyscs

  Vdjctciej ,O`vcrd`lo`tej* jogcsjetcvo*rogujetdry* pdjciy* stehcjcty* c`ctcetcvo* jdhhcos*wer e`m id`njcit* prossuro grdups 

  Oid`dlci, Oid`dly* gjdhej tro`ms* texos*jovcos* NMC* c`torost*Ytdias* ndrox* ijcleto*leraot* tremo iyijos* c`mustry spoicnci neitdrs 

  Ydicdiujturej, Moldgrepbcis . psyibdgrepbcis* Ettctumos* dpc`cd`s* hojcons* huyor hobevcdur* otb`ci . rojcgcdus neitdrs 

  ]oib`djdgciej, Idlpotc`g . olorgc`gtoib`djdgcos* X.M* idsts e`m iepeictcos*sdjutcd`s* c``dvetcd`* c`ndrletcd`*

idllu`cietcd`* CVX* jcio`sc`g* mcsruptcd`

C`mustry O`vcrd`lo`t $ Ettreitcvo`oss E`ejyscs "Vdrtor–s ? Ndrios dn idlpotctcd`#

E`ejysos ndrios mrcvc`g c`mustry idlpotctcd`* c`to`scty dn idlpotctcd`, C`mce` Bdtojs `dt ]etes Idjjoitcvo stro`gtb motorlc`os prdnct pdto`tcej*cmo`tcncos eroes wboro idlpe`y ie` mono`m? Aoy eroes, tbroet dn o`try . suhstctutos* pdwor dn  huyors . suppjcors* idlpotctcvo rcvejry

Bdw td e`ejyso C`mustry , "Lcibeoj Vdrtor* BHX,Ke`*

8662#  E`ejyso evorego prdnctehcjcty dvor e porcdm  9,? yoer porcdm ie` mcstc`gucsb tolpdrery$ iyijciej

ibe`gos nrdl struiturej ibe`gos

  C`mustry e`ejyscs bojps u`morste`m u`morpc``c`gs dn idlpotctcd`$ rddt ieusos dn prdnctehcjcty

  E`ejyso c`mustry struituro que`tctetcvojy* tbe`quejctetcvojy wctb jcsts dn neitdrs

  Uue`tcny ? ndrios; huyor's swctibc`g idst "c`muiolo`t e` o`tre`t$rcvej lust dnnor iustdlors#  Monc`o rojove`t c`mustry; Vrdmuits* oxijuscvo$ c`mcroit c`mustry* sidpo* idlpotctcd`  Cmo`tcny . soglo`t pertcicpe`ts, huyors* suppjcors* idlpotctdrs* suhstctutos . `ow o`tre`ts  Essoss mrcvors dn oeib idlpotctcvo ndrio, motorlc`o wbcib ero strd`g . woea, Wby  Motorlc`o dvorejj c`mustry struituro . id`scsto`iy, prdnctehcjcty jovojs . roesd`s* id`trdjjc`g

neitdrs1 ero ldro prdnctehjo pjeyors hottor pdsctcd`om wrt tbo ? ndrios

  E`ejyso nuturo ibe`gos "!$,# c` oeib ndrio  Espoits dn c`mustry struituro* c`njuo`iom hy idlpe`y* idlpotctdrs dr `ow o`tre`ts

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 7 

  Idlld` Vctnejjs  Monc`o c`mustry, tdd hrdemjy dr tdd `errdwjy  Md `dt ndius d` ldst clpdrte`t ndrios* pey oquej etto`tcd` td ejj ndrios  Id`nusc`g onnoit "prcio so`sctcvcty# wctb ieuso "huyor oid`dlcis#  Id`nusc`g iyijciej dr tre`sco`t ibe`gos wctb truo struiturej ibe`gos e`m c`mustry tro`ms  _so nrelowdra ndr stretogci ibdcios tbe` moijero c`mustry , ettreitcvo$ u`ettreitcvoE`ejysc`g Idlpotctcd`;

  C`mustry struituro, Id`sdjcmetom "Ytooj* Eutd* ]ojoidl# $ nreglo`tom "Xosteure`ts* Jeu`mry*u`drge`csom rotecj# Ld`dpdjy "Xecjweys* Gcjjotto* Eluj# $ mudpdjy "Vopsc,Idao* Hdoc`g,Ecrhus#$ djcgdpdjy "Vberle* Ytooj* Eutd* ]ojoidl#

  Leraot struituro, Joemor* ibejjo`gor* ndjjdwors* `cibor   Jc`os, Hrdem "Ojoitrd`cis* Eutd#$ `errdw "Ytooj* ]ojoidl* Bdtojs#   Idlpotctcd`, setcsny selo $ sclcjer `ooms, Mcroit $ c`mcroit , Og Idao, mcroit Vopsc* c`mcroit

Hdttjom wetor* kucio* hoor 

  Aoy vercehjos c` e`ejyzc`g idlpotctcd`;  Wbet soglo`ts md tboy sorvo4 Wbet prdmuits md tboy dnnor4 Hre`ms* ietogdrcos mopo`mo`io4  Wbet ibe``ojs md tboy uso4 Wbet prcic`g stretogcos bevo tboy pursuom4  Wbet le`egolo`t rosdurios md tboy bevo4 Wbet nc`e`icej rosdurios md tboy bevo4  Wbet ero tbocr dhkoitcvos4 Wbet ero tbocr idro idlpoto`icos4  Wbet ejjce`ios ero tboy pursuc`g* e`m ndr wbet purpdso4  Bdw suiiossnuj ero tboy c` tbo leraotpjeio4 Ybero dn leraot $vdcio $lc`m $boert4Idlpotctcd`

Ietogdry @oom nujncjjom Hre`m Idlpotctdrs Vrdmuit Idlpotctdrs Go`orci Idlpotctdrs

Hesci roqucrolo`t Leraot prdmuits sclcjer iustdlor noeturos* ho`oncts . prcio

Idlpoto c` selo ijess* hut mcnnor c` noeturos* ho`oncts . prcio

Leraot mcnnoro`t prdmuits td sdjvo selo prdhjol* setcsny selo hesci `oom

Hovoregos Xonrosblo`t Idao* Vopsc

]buls _p

]oe* @clhu Ve`c

Lc`orej wetor 

Xogujer wetor 

Ibdidjetos Mossort$s`eia 

Mecry Lcja* ?Yter Iojohretcd`s

Lctbec* @elaoo`sCio iroels* Nructs

E`csoom$Yeu`n Ie`my*Yuger 

Ncjls O`tortec`lo`t V^X Nelo Emjehs

Yc`gjo siroo`Mrele tboetro

]^* Ybdppc`gXoemc`g* C`tor`ot

Iers ]re`spdrtetcd` Lerutc* Byu`mec]ete

Ylejj iers* Hcg iers*Y_^s

]exc* Eutd* HOY]*Jdiej trec`* Weja 

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 2 

8 Leraotc`g Ytretogy

Leraotc`g, o`tcro husc`oss nrdl tbo iustdlor–s pdc`t dn vcow, Mruiaor  Ytretogy, mcroitc`g eitcd` tdwerms eibcovc`g moscrehjo leraotc`g dutidlos Leraotc`g stretogy, mcroitc`g eitcd` tdwerms eibcovc`g moscrehjo leraotc`g dutidlos 

Leraotc`g stretogy e`swors 8 aoy quostcd`s

  Wby sbdujm iustdlors huy dur prdmuit   Wbcib iustdlor `ooms md dur prdmuits nujncjj ldro onnoitcvojy tbe` idlpotctdrs   @dace `dt tbo 5st ldvor hut @d5 hy gcvc`g iustdlors wbet tboy moscrom  Eppjo . C`toj md `dt rojy d` LX* iroeto `ow ietogdrcos tbrdugb c``dvetcd`  Gddgjo soerib onnoitcvo muo td e sclpjo* u`ijuttorom . onncico`t epprdeib  Byhrcm$ojoitrci iers mcnnoro`tceto d` pdjjutcd` nroo mrcvc`g, vejuehjo td iustdlorsLeraotc`g stretogy jddas td

  Cmo`tcny mcnnoro`t `ooms . grdups c` tbo leraot "soglo`tetcd`#  ]ergot grdups$leraots ct ie` setcsny c` e suporcdr wey "tergotc`g#  Jdieto hre`m c` tbo lc`ms dn id`sulors "pdsctcd`c`g#  Idllu`cieto "prdldtcd`# td tbo tergot leraot e vejuo prdpdsctcd` tbet cs mcstc`itcvo*

vejuehjo . loe`c`gnuj "mcnnoro`tcetcd`#

Wbd ero dur iustdlors

Wbd huys e`m usos dur prdmuit Bdw luib md tboy huyBdw md tboy uso ct Bdw md tboy ibddsoWboro md tboy huy Wby md tboy pronor Wbo` md tboy huy Bdw md tboy rospd`m td dur idllu`cietcd`

Bdw dnto` md tboy huy

Huyc`g rdjos e`m `ooms$ ho`oncts sdugbt

Vrdmuit$ Ho`onctsYdugbt

Huyc`g XdjosC`ctcetdr$s C`njuo`ior$s Moicmor$s Vuribesor$s _sor$s

JOM ]^ Wcno Nrco`m Bushe`m Acms

^cowc`g Vjoesuro^ejuo

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 3 

Y]VM, "Yoglo`tetcd`* ]ergotc`g* Vdsctcd`c`g* Mcnnoro`tcetcd`#

Yoglo`tetcd`, Wboro td idlpoto

  Cmo`tcny huyor suhsots wctb sclcjer `ooms mold`stretc`g sclcjer huyor hobevcdr   Yoglo`t, vcehjo* prdnctehjo* eiioss* loesurehjo* pdto`tcej* idlpotctcvo c`to`scty* vejuos nct,  ]durcsts, hy steto$idu`try* ego* c`torosts, emvo`turo* bcstdry* spdrts* `eturo* iucsc`oYoglo`tetcd` lotbdms

Yoglo`tetcd` ^ercehjos Cjjustretcd`s

Moldgrepbci EgoOmuietcd`GodgrepbyC`idlo

YoxDiiupetcd`

Acms* ydutb* ojmorjyJctoretos* cjjctoretosXurej* urhe`* rogcd`ejXcib* lcmmjo* pddr 

Lejo* nolejo* hdys* gcrjsHusc`oss* sorvcio

Vsyibdgrepbci ^ejuos* ettctumos* jcnostyjo "^EJY#Eitcvctcos* c`torosts* dpc`cd`s "ECD#Iujturej* sdicej* psyibdjdgciej

Vronoro`ios* ibdciosWdra,bdhhcos* Nesbcd`,nddm*Yojn* c`njuo`ios

Hobevcdurej _sego_sor Diiescd`s td uso

Ho`oncts sdugbtJdyejty

Boevy* jcgbtXogujers* `d` rogujers* `owYpoicej* e``uej* soesd`ej

Uuejcty* sorvcio* oid`dly @d`o* strd`g* spjct* swctibors

Oxoricso, Id`scmor e idlpe`y c` nlig $ id`sulor murehjos $ sorvcios e`m cmo`tcny cts

moldgrepbci* hobevcdurej e`m psyibdgrepbci soglo`tetcd` stretogcos

]ergotc`g, Wbcib prdmuit* wbcib leraot

Yojoit soglo`t$s td tergot* tergot rosdurio ejjdietcd` et tbcs soglo`t

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 56 

]ergotc`g stretogcos

  Less leraotc`g, ]ergot idlpe`y‒s leraotc`g lcx tdwerms o`tcro leraot* `dt spoicnci td e`ysoglo`t og Eluj huttor* Verjo G* Idao* Vopsc

  Mcnnoro`tcetom leraotc`g, ]ergot mcnnoro`t leraotc`g lcxos td mcnnoro`t soglo`ts og _Hgrdup leraots lujtcpjo wbcsay hre`ms c` prolcul soglo`t "]oeibor‒s* E`tcqucty* Yc`gjo Lejt* Hjeia Mdg#

  Leraot id`io`tretcd`, Id`io`treto lcx d` 5 leraot soglo`t og BV, VI* Jeptdp* Vrc`tors1 @crle, oid`dly motorgo`ts

  @cibo Leraotc`g, ]ergot slejj leraot soglo`t wctb spoicnci* spoicejczom leraotc`g lcx @cibo prdnctehjo td dporeto ndr `cibor hut `dt ettreitcvo ndr lekdr pjeyors td o`tor Og Norrerc,Juxury, spdrts ier soglo`t* Ld`t Hje`i, Juxury Vo`s soglo`t

Oxoricso, Ndr e wojj a`dw` idlpe`y c` nlig $ id`sulor murehjos $ sorvcios e`m cmo`tcny

bdw wbcib dn cts joemc`g hre`ms ero tergotom td wbcib soglo`ts

Vdsctcd`c`g ’ Jdietc`g tbo hre`m c` tbo lc`m dn tbo iustdlor

]bo eit dn moscg`c`g tbo ncrl‒s leraot dnnorc`g sd tbet ct diiupcos e mcstc`it e`m vejuom pjeio c`

tbo lc`ms dn cts tergot iustdlors

Vdsctcd`c`g hy Cjjustretcd` Vdsctcd`c`g hy Cjjustretcd`EttrchutoHo`onct,_so,_sor,

Xeyld`m Yc`io 538?Yoe vcow* sorvcio* spoomCICIC, Nest E$i dpo`c`gJducs Vbcjcpo,_ppor irust

Ietogdry,Uuejcty,^ejuo,

Hcg slejj ier,C`mcieHo`z,Nuturo dn tbo eutdldhcjoHumgot Bdtojs* Xoscmo`tcej njets

8/15/2019 Marketing Planning Notes 1.0

11/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 55 

Vdsctcd`c`g stretogcos

Yc`gjo Ielry,]duib Vornoitcd`

Mduhjo ]evore,Idlndrtehjo nelcjy ier 

]rcpjo Jcqucmcty* senoty* rotur`s,LNs

Lujtcpjo pdsctcd`c`g stretogy, proso`tom mcnnoro`tjy td vercdus tergot eumco`iosE ibdidjeto,hesom boejtb mrc`a wcjj bevo io`trej pdsctcd`c`g, `utrctcd`* hut wcjj eppoej tdvercdus soglo`ts wctb c`teit io`trej pdsctcd`c`g Ct wcjj loe` O`orgy mrc`a ndr eitcvo podpjo*Mcotery nddm suppjolo`t ndr ojmorjy . prog`e`t jemcos* Osso`tcej grdwtb suppjolo`t ndr ydu`gstors* @utrctcd`ej rovctejczo ndr husy oxoiutcvos

Vorioptuej leppc`g

  Hre`ms 'leppom' d` idlld` perelotors"letrcx# td u`morste`m pdsctcd`s dw`om hy hre`ms c` tbo iustdlors lc`m

  Bojps cmo`tcny woea$strd`g$ ehso`tidlpotctcvo pdsctcd`s

  Geps rogermom es dppdrtu`ctcos ndr jeu`ib$ pdsctcd`c`g$ ropdsctcd`c`g Og Vorioptuejlep dn wetibos

Oxoricso; Lep porioptcd`s dn Vrcio v re`go

ndr drge`czom rotecj pjeyors " lejjs* supor leraots* bypor leraots* mopertlo`t stdros c`

C`mce Wbet sbdujm ho tbo pdsctcd`c`g stretogy ndr Wejlert–s C`mce o`try stretogy hesom d`tbo porioptuej lep

Vdsctcd`s tbet ncrls suiiossnujjy dw` c` C`mce id`sulor–s lc`ms 

Hoeuty, Jux Go`orci,Iemhury$Rordx$Eluj$ He`mEcm

Vrolcul,Hdso* Ho`z Xe`go, ^ckey Yejos* Ejne* @dace

]be`me, Idao Leibd, O`ncojm Hujjot

Wdrjm siejo, Xojce`io Vorndrle`io, @dace* Hete* ]cte`

Xoeib,BJJ* Gjexd* Idjgeto* C]I C``dvetcd`, Yd`y* Eppjo

Nrco`mjy sejoslo`,Ouroae Ndrhos Novor, Irdic`Sdutb, Vopsc* Ywetib Yorvcio, Vrcveto He`as* Lerutc* JCI

Nest nddm, _mcpc* ^eme Vev* Yov Vurc Mojcvory,Mdlc`d‒s$ Hjuo Mert$ Mehhewejjes

Acms,LiMd`ejms* Ossojwdrjm* K.K C`mce` L@I,Xe`hexy* C`ndsys* Wcprd

Oid`dly, Hcg Hezeer ^ejuo,Mdjjer Ybdps* Neitdry dutjots

]durcsl,Gde* Aoreje* Xekestbe` Boemeibo,Yercmd`$E`eic`

8/15/2019 Marketing Planning Notes 1.0

12/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 58 

Mcnnoro`tcetcd`, Bdw td idlpoto

Emm e sot dn vejuehjo* loe`c`gnuj e`m idlpojjc`g mcnnoro`ios td mcstc`gucsb ydur dnnorc`g nrdltbet dn tbo idlpotctcd`VUXY]_^, porndrle`io* quejcty* reto* sorvcio* toib`djdgy* utcjcty* vejuo e`m podpjo moscg`*

murehcjcty* rojcehcjcty* ropecrehcjcty* drmorc`g oeso* mojcvory c`stejjetcd`* iustdlor trec`c`g*iustdlor id`sujtc`g* lec`to`e`io e`m ropecr

8/15/2019 Marketing Planning Notes 1.0

13/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 59 

9 @ow Vrdmuit Movojdplo`t

@ow Vrdmuit Movojdplo`t "@VM#

  Leraot Vo`otretcd` "Joest rcsa# ’ gd rurej* prcio po`otretcd`  Leraot Movojdplo`t "Jdw rcsa# , `ow eumco`io* `ow rogcd`* oxpdrts  Mcvorscncietcd` "Bcgbost rcsa#, rojetom , Eluj c`td nddms* u`rojetom, Eluj c`td Gerlo`ts   @VM "Bcgb rcsa# , oxcstc`g iustdlors* movojdp* c``dveto* `ow, Eutdldhcjos  Cn @VM hesom d` sdu`m soglo`tetcd` e`m u`morste`mc`g dn tergot iustdlors , rcsa romuios  Cn @VM cs ncrst e`m tbo` ydu ncguro dut bdw td leraot* ct usuejjy joems td mcsestor   Oxioptcd`, Ejoxe`mor Hojj c`vo`tom tbo ]ojopbd`o* hut ct wes e` c``dvetcd`  ]dmey, @VM idlpotos wctb sclcjer prdmuits $onnoitcvo suhstctutos, iustdlors spdcjt ndr 

ibdcio

Ytegos c` @VM

  Cmoe go`oretcd`, Olpjdyoos* sejos ndrio* tremo*idlpotctdrs* iustdlors

  Cmoe siroo`c`g, Noeschjo* wdraehjo* preitciej  Id`iopt movojdplo`t . tostc`g, Noomheia nrdl

tergot eumco`io

  Leraotc`g stretogy, Lcx "=Vs#* Y]VM* ]ergots*Vrdkoitcd`s* Godgrepbcos

  Vrdmuit movojdplo`t, Nc`ej tduibos . Lnrg  ]ost Leraotc`g, Godgrepby dr Yoglo`t  Idlloricejcsetcd`, @etcd`ej$Gjdhej jeu`ibWby `ow prdmuit movojdplo`t "@VM#

  Ibe`gc`g iustdlor `ooms ’ Mcot Idao* Yenndje   @ow Yoglo`t O`try, Lerutc YR=   @ow Iepehcjctcos, _H Grdup   @ow Id`iopts, Yuzuac Ywcnt* ]ete Eio $ 5J Ier    @ow toib`djdgy, C,Vdm* C,Vbd`o* ]^ 

Ibe`gc`g leraot `ooms, Yiddtors td Hcaos  Dw` suiiossos, Hre`m $ jc`o oxto`scd`s, Leggc  Idlpotctcvo Yuiiossos, Areiakeia, ?6;?6* Lerco  Vrdmuit jcnoiyijo, LY Dnncio* Vjey Ytetcd` 5*8*9  Vdrtndjcd $ Husc`oss roejcg`lo`t, Xojce`io Ldhcjo  O`vcrd`lo`tej ibe`gos, Lusci mdw`jdems

8/15/2019 Marketing Planning Notes 1.0

14/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 5= 

Leraotors, prclery jc`a hotwoo` idlpe`y* iustdlors . idlpotctdrs, stretogciejjy pjeiom tdcmo`tcny jeto`t $u`lot `ooms e`m idllu`cieto td tbo idlpe`y Vjey rdjo c` prcic`g* pjeio* prdldtcd` e`m jeu`ib pje`s

@ow Vrdmuits ]ypos ,C`irolo`tejjy ejtorom dr clprdvom prdmuits  Hroeatbrdugb C`irolo`tej

 @ow td tbo wdrjm porndrle`io noeturosBugo emve`ios c` porndrle`ioMreletci idst romuitcd`

Clprdvolo`t c` oxcstc`g prdmuitMorcvetcvo dn oxcstc`g pjetndrlOxpjdcts oxcstc`g ndrls $ toib`djdgy

Bcgbor rcsa Jdwor rcsa 

C`nroquo`t Ldro nroquo`t

Idstjcor Joss idstjy

]ergots `ow $oxcstc`g leraots ]ergots oxcstc`g$ emkeio`t leraots

Leraotor–s rospd`schcjcty 

O`vcscd` leraot* Iroeto mole`mOmuieto leraot

Jcsto` td oxcstc`g leraotEiidlldmeto iurro`t mole`m

Ibe`go tbo hescs dn c`mustry idlpotctcd`;• Ojoitrci jcgbtc`g* e`tchcdtcis* lcirdwevo*

iromct ierm* tre`scstdr* boert peioleaor* bcpe`m a`oo ropjeiolo`ts* GVY

C`toj‒s Vo`tcul C^ idlputor ibcp, c`irolo`tejclprdvolo`t dvor Vo`tcul CCC es tboy sberoselo nu`melo`tej toib`djdgyC`idrpdretom moscg` clprdvolo`ts tbeto`be`iom ibcp porndrle`ioWc`mdws* LY Dnncio* Vjey stetcd`

Oxoricso; Idurso dn @VM c` ydur c`mustry dvor J56S, wbet ibe`gom tbo hescs dn 

idlpotctcd`* wbet woro tbo roej hroeatbrdugbs* wbcib woro d`jy c`irolo`tej4 Wbet ero

tbo `ow toib`djdgcos $ prdmuits jc`om up* bdw wcjj tboy ennoit ydur idlpe`y e`m

idlpotctdrs wbo` jeu`ibom* c` torls dn sejos e`m prdnctehcjcty4

8/15/2019 Marketing Planning Notes 1.0

15/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 5? 

= Leraotc`g ]eitcis

Leraotc`g Lcx "@ocj B Hdrmo`* '=Vs', LiIertby#Leraotc`g teitcis$tddjs$lcx ojolo`ts joemc`g td mcnnoro`t stretogcos e`m vejuo prdpdsctcd`s

Ier, Lcx dn O`gc`o* Lcjoego* Jddas* Vrcio* Noeturos* Uuejcty* OLC dptcd`s

Vrdmuit Vrcio

Hre`m* noeturos* moscg`* quejcty* re`goWerre`ty* ELI* sorvcio* sczo* peiac`g* porndrle`io

Ytretogcos* Iromct*Idsts

Vrdldtcd` Vjeio

ZYejos Vrdldtcd`* Vorsd`ej Yojjc`g* Emvortcsc`g*Ypd`sdrsbcp* Lujtc,jovoj Leraotc`g* Mcroit Leraotc`g*]remo necr . Oxpdsctcd`s

Ibe``ojs* jdietcd`* idvorego*tre`spdrtetcd`* c`vo`tdry* wcmtb*sproem* roeib* sbcppors

Vrdmuit, Wbet setcsncos e `oom DX idlpe`y–s dnnor td iustdlors

‟Wo joem tbo puhjci wctb `ow prdmuits tbe` esa tbol wbet prdmuits tboy we`t ]bo puhjci mdos`dt a`dw wbet‒s pdsschjo* hut wo md* sd c`stoem dn mdc`g luib leraot rosoerib* wo iroeto e

leraot ndr e prdmuit hy omuietc`g tbol„ " Eacd Ldrcte* Yd`y#‗Vrdmuit$sorvcio moscg` gucmom hy e moop u`morste`mc`g dn wbet iustdlors `oom* we`t* e`m erowcjjc`g td pey ndr* es motorlc`om hy leraot u`morste`mc`g e`m rosoerib‒ BHY 

  Mcnnoro`tceto hy pbysciej espoits . joss te`gchjo ojolo`ts " werre`ty* EYY* sorvcio#  Vrdmuit,]e`gchjo og Hddas 1 Yorvcios,C`te`gchjo og He`ac`g* Nc`e`io* Bdspctejcty  Vrdmuits ejsd mojcvor sorvcios og ier,prdmuit . tre`spdrtetcd`,sorvcio* Ldhcjo  Vrdmuits se`s sorvcio rcsay og ]^* Nrcmgo* EI wctbdut heia,up Yorvcio ]oel ,Xcsay  ^ejuo "vejoro,jetc`, wdrtb#, Id`sulor‒s ostcleto dn tbo utcjcty$iepeicty dn e prdmuit$hre`m td

setcsny tbocr `ooms Vrcio cs wbet ydu pey* vejuo cs wbet ydu got, Werro` Hunnot

  ^ejuo prdpdsctcd`, Hu`mjo dn ho`oncts e prdmuit dnnors td nujncjj iustdlor `ooms . we`ts  Hre`m, E` cmo`tcnyc`g sylhdj$wdrms$lera mcstc`gucsbc`g e prdmuit$idlpe`y nrdl cts

idlpotctdrs Hre`mc`g cs e` osso`tcej pert dn leraotc`g

  Hre`m < "Nu`itcd`ej ! Oid`dlci! Oldtcd`ej# ^ejuo Vrdpdsctcd`s   @dace, Nu`itcd`ej* Eluj, Oid`dlci* Yenndje, Oldtcd`ej  Iustdlor, D`o wbd huys gddms dr sorvcios* ley dr ley `dt id`sulo, Ldtbor   Id`sulor, D`o wbd id`sulos* hut ley dr ley `dt bevo puribesom, Acm  Ijco`t, E rogujer iustdlor dr d`o wbd evecjs prdnosscd`ej sorvcios, jogej* bdspctejcty  Vrdsulor; Eitcvo jdyej id`sulors* wbd c`njuo`ic`g dtbor id`sulors e`m c`ctceto noomheia   Iustdlor setcsneitcd`; Idro, Uuejcty* sorvcio* vejuo1 Moscro "Wctbc` e` erls jo`gtb dn 

moscro, idao#* iustdlor mojcgbt "Lerutc sorvcio#* mojcvory "hjuo mert#* sorvcio "]ek#

8/15/2019 Marketing Planning Notes 1.0

16/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 5> 

Vrdmuit moicscd`s

Moscg`; Es tbo _YV, cpdm* cpbd`o* JG IbdidjetoUuejcty; Id`scsto`t wctb dtbor ojolo`ts dn tbo leraotc`g lcx Hdso spoeaorsVrcic`g; E prolcul prcic`g stretogy sbdujm ronjoit quejcty dr vejuo Ho`z

Noeturos; Emmctcd`ej noeturos td o`be`io ho`onct dnnorom td tergot leraot4 @daceHre`mc`g; Vdwor dn c`ste`t sejos* trust* quejcty* rojcehcjcty* jdyejty heso* mcnnoro`tcetcd`Hre`m vejuo dn Lcirdsdnt 0 GMV dn Veacste`Mdos ydur porioptcd` ibe`go ndr @cao s`oeaors wctb$ wctbdut tbo swddsb dr `cao jdgd4

Ie``chejcsetcd`, Hroeatbrdugb e`m c`irolo`tej c``dvetcd`s ley ie``chejczo sdlo pert dn tbooxcstc`g husc`oss Og Bd`me Icvci byhrcm,pdwor vobcijo* ettreitom oid,nrco`mjy dr nuoj oid`dly"dr hdtb# huyors* wbd ley bevo dtborwcso puribesom Bd`me Icvci* Eiidrm dr Icty Lddvseibots ley tep tbo trevojor soglo`t e`m o`tcio trcej hut ley ie``chejcso Lddv oid`dly peia 

Wcsost td ldvo ndrwerm wctb `ow,prdmuit cmoes . eiiopt ie``chejcsetcd`* ojso idlpotctdrs wcjj

Vrdmuit Lcx , B_J Vdrtndjcd, Id`sulor Vrdmuit,Lcx Wcmtb

  Vrdmuit jc`o, grdup dn hre`ms ijdsojy rojetom hy nu`itcd` . ho`oncts, Mojj VI* @dace  Vrdmuit lcx, tdtej sot dn hre`ms leraotom hy e ncrl* ley id`tec` prdmuit jc`os  Wcmtb, prdmuit jc`os c` tbo lcx, BV VIs* Jeptdps* Vrc`tors c` bdlo . husc`oss soglo`ts  B_J 55 jc`os "Vorsd`ej wesb* jeu`mry* sac` iero……#   Jo`gtb, tdtej `ulhor dn ctols c` tbo lcx, 8?* evorego jo`gtb cs 8?$55 < 8  Moptb, ^erce`ts dn oeib prdmuit c` tbo jc`o, Jux bes = nregre`ios e`m 8 sczos* sd 2  Moicmc`g wbcib prdmuit jc`os td grdw* lec`tec`* bervost* e`m mcvost4

Bdlo . Vorsd`ej iero NddmsVorsd`ej

wesb

Jeu`mry

Yac`iero

Becriero

Drejiero

Modmdre`ts

Idjdur

idslotcis

]oe

Idnnoo

Nddms

Cioiroel

Vrdmuitjc`o

JuxJcnohudyJcrcj

BelelHroozoMdvoVoersXoxd`e

Yurn OxiojXc`

Wbooj

Necr .jdvojyVd`ms

Yu`scja  @eturejIjc`ci

Vopsd,mo`tIjdso

_p

ExoXoxd`e

Jealo

HHJcptd`

Hr u

Acsse`A`drr E``e,

 pur`e

AwejctyWejjs

Jo`gtb

8/15/2019 Marketing Planning Notes 1.0

17/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 57 

Vrdmuit jc`o stretogy

  _pgremo iustdlors , Lerutc 266* Ejtd* [o` * Wegd` X   Irdss,sojj, BV prc`tors* VI . Jeptdps* Gdmrok, Wesbc`g leibc`o* ]^* nrcmgo* lcird* EI  Jc`o,strotib, pdpujer"]cte`#* less"Yd`ete#* prolcul"Ryjys#* ydutb "Nestreia#* otb`ci "Xege#  Jc`o ncjj, Lerutc verce`ts ER* JR* ^R1 C,Vdm, `e`d* sbunnjo* ijessci* 26$=6$86$2$=gh  Jc`o pru`o, Xomuio u`we`tom $ u`prdnctehjo, Lerutc GypsyOxto`mc`g Vrdmuit Jc`os c`td @ow Yoglo`ts, d`io suiiossnuj* idlpe`cos oxto`m tbocr prdmuitjc`os td iroeto morcvetcvo "c`irolo`tej# prdmuits tbet emmross emkeio`t leraots Vdwor dn tbo hre`m `elo romuios tbo rcsa dn tboso prdmuit,jc`o oxto`scd`s "hut ley movejuo tbo hre`m#

Bdrczd`tej prdmuit,jc`o oxto`scd`s sooa td eppoej td mcnnoro`t iustdlor testos "Idao* McotIdao* ^e`cjje Idao# wbcjo ^ortciej jc`os ecl td dnnor e prdmuit ndr ovory pdiaot dr ndr mcnnoro`t

jovojs dn `oom "Ls Dnncio Bdlo$Vrdnosscd`ej Omctcd`# C` ldst iesos bdrczd`tej e`m vortciejoxto`scd`s ero hesom d` c`irolo`tej movojdplo`t

Og ^ortciej, GL prdmuit,jc`o id`iopt pcd`oor, Eclom td setcsny huyors c` ovory oid`dlci stegodn jcno* wctb Ibovrdjot hre`m ndr tbo ncrst,tclo huyor dn ldmost loe`s, e`m ldvc`g prdgrosscvojyupsiejo wctb Vd`tcei* Hucia* Djmsldhcjo* e`m Iemcjjei Huyors wdujm tremo up td ne`icor e`mldro oxpo`scvo GL hre`ms wctb grdwc`g ennjuo`io Bdrczd`tej, Oeib GL mcvcscd` oxto`mombdrczd`tejjy wctb Ibovrdjot,truias* ve`s* Y_^s

Vrdmuit pjetndrl, Aoy td suiioss "BHY#Vrdmuit pjetndrl "Loyor . Job`orm# cs ‟e sot

dn suhsystols . c`torneios tbet ndrl eidlld` struituro nrdl wbcib e stroel dn morcvetcvo prdmuits ie` ho onncico`tjymovojdpom e`m prdmuiom„ Xdhust pjetndrls

bojp c` c`irolo`tej dr morcvetcvo prdmuits ndr spoicnci leraot soglo`ts et roesd`ehjo idst

Ywetib, suiiossnuj prdmuit nelcjy hesom d`

e idlld` pjetndrl, sclpjo* c`oxpo`scvo td le`uneituro* e`m iepehjo dn suppdrtc`g o`mjossoxtor`ej vercetcd`s Vrdmuit pjetndrls hesom d` moscg` ojoge`io e`m le`uneiturehcjcty gcvoidlpe`cos jdw,idst dppdrtu`ctcos td iustdlczo prdmuits ndr mcnnoro`t leraot soglo`ts ]bo pjetndrl dn idlld` ojolo`ts ie` lorgom wctb u`cquo ojolo`ts td iroeto e prdmuit ndr e pertciujer leraot soglo`t

8/15/2019 Marketing Planning Notes 1.0

18/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 52 

Eppjo cVdm, vortciej . bdrczd`tej prdmuit,jc`ooxto`scd`s td id`trdj loe`c`gnuj soglo`ts wctbu`cquo prdmuits hondro rcvejs ie` gec` treitcd`

Hjeia . Moiaor c` tbo oerjy 5376s* iroetom e pjetndrl dn ojoitrci ldtdr e`m id`trdjs d`wbcib ct hesom mdzo`s dn id`sulor pdwor tddjs;ojoitrci mrcjjs* se`mors* sews* grc`mors oti ]bcsgevo H.M idst joemorsbcp* romuiom idlpjoxctyc` dporetcd`s* iut c`vo`tdrcos* bojpom tbol teaod` iboepor verce`ts e`m gec`om joemorsbcp

]oib`djdgy jcnoiyijo,

 @ow prdmuits ero jeu`ibom et sbdrtc`torvejs td tcmo dvor toib`djdgciejdhsdjosio`io og @dace ldhcjos bevosbdrt jcnoiyijos sd lujtcpjo ldmojs erojeu`ibos c` sclcjer soglo`ts c` sbdrttclor nrelos

Ydurio; Berverm Husc`oss Xovcow

8/15/2019 Marketing Planning Notes 1.0

19/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 53 

Vjeio "Mcstrchutcd`$ ibe``oj$ c`torlomcery#, Yot dn c`stctutcd`s porndrlc`g eitcvctcos td ldvo prdmuit nrdl prdmuitcd` td id`sulptcd`,Huiajc`

  Xotecj stdro* mcstrchutdr `otwdra* o,idllorio woh scto dr e mcroit lecj ietejdguo  Nu`itcd`s, Drmor Vrdiossc`g* Werobdusc`g* C`vo`tdry* ]re`spdrtetcd`* Idjjoitcd`s  O`suros, Evecjehcjcty* vcschcjcty "Mcabte bec vdb hcate bec#* ldvolo`t* noomheia   Wcmtb, ]remo idvorego* Xoeib, Iustdlor idvorego* Moptb, Hre`m idvorego  Grdwc`g clpeit dn id`vorgo`io, c`tor`ot* ldhcjo* rotecj rovdjutcd`  Irctciej, dnnor prdmuit wboro e`m wbo` iustdlors we`t oid`dlciej* moetb dn mcste`io*

godgrepbciejjy mcsporso leraot* `cibo prdmuits roeib wcmor eumco`io* jdw o`try herrcors*mcspjey vercoty . nu`itcd`ejcty* c`toreitcvo* Veylo`ts rcsay* gec`c`g pdpujercty* mojcvoryidstjy, Hddas* IMs* lomcic`os* trevoj* tdurcsl

  9rm Verty Jdgcstcis " EcrNrocgbt* GE]C#, ]rolo`mdus sidpoIbe``oj C`torlomcercos e`m moicscd`s

  Bdw td onnoitcvojy roeib tergot iustdlors  Mcroit dr c`mcroit ibe``ojs $ Yc`gjo dr lujtcpjo ibe``ojs  Jo`gtb dn ibe``oj, typos dn c`torlomcercos $ @ulhor dn c`torlomcercos et oeib jovoj  Wbcib c`torlomcercos4 Evdcm c`treibe``oj id`njcit, @cao

5,Jovoj 8,Jovoj 9,Jovoj =,Jovoj ?,Jovoj

Le`uneituror Le`uneituror Le`uneituror Le`uneituror Le`uneituror 

5 I.N I.N8 Ytdiacst Ytdiacst

9 Xotecjor Xotecjor Xotecjor 

= Id`sulor Id`sulor Id`sulor Id`sulor Id`sulor 

C`mustrcej* C] C] Bermwero Xotecj $Lejjs Gerlo`ts Vberle $NLIG

  Mcstrchutdrs "I.N#, Huja td slejjor peias* be`mjo lekdr eroe* suppjy td stdiacsts  Wbdjosejors "Ytdiacsts#, Xosojj td rotecjors* stdrego* idvorego osso`tcej  Dtbors, Idllcsscd` ego`ts* id,dporetcvos* c`mo`tdrs "clpdrts#* ego`ts "legezc`os#  Xotecjors, Ytrd`g iustdlor c`njuo`io* id`sulptcd` $ puribeso pettor` c`scgbts* sorvcio  Ypoicejcty "Ypdrts#* suporleraot "Hcg Hezeer#* id`vo`co`io "Acre`e#* neitdry dutjots*

werobdusos* mcroit sojjors "O`iyijdpeomce#* vo`mc`g leibc`o "]oe#* id,dporetcvos "Ep`eHezer* Grebea Votbs* Ydicotcos#* ibec` stdros "Ld`gc`cs#

  C`tor`ot "Yorvcios#, Ibe``oj lergc`s e`m c`vo`tdry idsts lekdr sevc`gs, pessom d`* bo`ioIdlpe`cos uso le`y ibe``ojs td id``oit$ tre`seit husc`oss wctb iustdlors Og Hddas usole`y petbs td roeib iustdlors wctbdut ieusc`g id`njcits hotwoo` ibe``ojs

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20/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 86 

Og Elezd`idl lemo hddas. dtbor ctols id`vo`co`tjyevecjehjo td iustdlors d` tbo`ot 8=$7* hdda,huyors idujm

 hrdwso bu`mroms dn hddaswctbdut vcsctc`g hddastdrosElezd` dnnorom id`vo`co`io*nestor ejtor`etcvo* nujj re`go e`mrovcows "Ydurio, Mdje`* BHY*8666#

Og Mojj–s stretogci moicscd` td sojj VIs mcroitjy td iustdlors hy sacppc`g tremo ibe``ojs ejjdwomMojj td iepturo iustdlor c`ndrletcd` lcssom c` dtbor mcstrchutcd` ndrls* leao iustdlors

id`ncguro dw` VI* romuio idsts hy lemo,td,drmor le`uneiturc`g* leao prdmuit evecjehjo 8=$7,aoy mcnnoro`tcetc`g neitdrs c̀ e prdmuit ijess wctb sclcjer idlpotc`g prdmuits

Oxoricso; R ncrl usos wbcib espoits dn ‒pjeio– c` cts leraotc`g pje`s4 Md tboy onnoitcvojy c`

setcsnyc`g iustdlors e`m go`oretc`g sejos e`m prdncts* dr idujm `ow ibe``ojs ho emmom4

Vrcio, Nct hotwoo` iruicej nc`e`icej idlpd`o`t, idst . leraotc`g idlpd`o`t ,vejuo

  Vrcio cs wbet e huyor lust gcvo up c` oxibe`go ndr e prdmuit dr sorvcio  Vrcio moicscd`s, prcio pdc`t* jcst prcio* mcsidu`ts* peylo`t porcdm* oti  Idlldmctcos mcnnoro`tcetom hy prcio  Vrcio cs bcgb wbo` prdmuit cs poriocvom es `ow* u`cquo* e`m wctbdut strd`g suhstctutos  Vrcic`g njoxchcjcty cs e nu`itcd` dn prdmuit u`cquo`oss wctb clpjcietcd`s ndr tbo VJI  Dhkoitcvos; sejos* prdncts* leraot sbero* XDC* idlpotctcvo pdsctcd`* mole`m* idsts* survcvej oti  Io`tor,stego c` leraotc`g wers* C`tor,ncrl rcvejry,Ldhcjo C`mustry  Vrdmuit mcnnoro`tcetcd` hju`tom, Yurn $ Ercoj* Leturo prdmuits $ Leraots, ]^s  Oid`dlci ^ejuo Vrdpdsctcd`, ]cte`, Bcgb prciom mospcto jdiej . Groy leraot idlpotctcd`Vrcic`g Lotbdms

  Hy Idst , Idst Vjus e`m Hroea Ovo`  Hy Idlpotctcd` , Gdc`g Xeto* idlpotctcvo* iertojjc`g, ]yro c`mustry* soejom hcms "to`mors#  Iustdlor Drco`tom, Voriocvom ^ejuo "Jcnostyjos#* Euitcd`s "OHey#* ^ejuo,Hunnott*

LiMd`ejms

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 85 

Vrcic`g Ytretogcos

  Vo`otretcd`, BUJV, @VJ* O`try* Ettreit* O`suro trcej, Eluj  Vrolcul, BUBV,Yustec`ehjo emve`tego, Hdso Ypoeaors* Ho`z  Oid`dly, Nu`itcd`ejcty . ^ejuo,* @crle* Yuporleraots,dw` hre`m  Yacllc`g, JUBV,Ycg`cncie`t emve`tego* u`sustec`ehjo,Xojce`io Ldhcjo  Xcp,Dnn , Lomcul quejcty* vory bcgb prcio , Vrcioy Bdtojs$ Xosteure`ts  5*?*3,idoxcst c` selo leraot tcjj huyors c`scst d` quejcty* prcio* vejuo  8*9*>, weys td etteia 5*?*3 es 8 < BULV* 9,Gddm ^ejuo

Jdw 7,XcpDnn $ Yacllc`g 2 Nejso Oid`dly 3,Oid`dly

8/15/2019 Marketing Planning Notes 1.0

22/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 88 

d  Ypoicej Mcsidu`ts $ Xohetos , HDGDN* / Dnn* Yejod  Nc`e`ic`g, OLCs* Jdw c`torost retosd  Werre`tcos$ ELIs, Oxto`mom werre`tcos* ]^s,D`cme = yoer werre`ty* Nroo ELId  Vsyibdjdgciej Mcsidu`tc`g, Vrcios sjesbom 933 td 533* Heezood  Djm ndr @ow, @ow ndr Djm et mcsidu`ts, Oxibe`go dnnors,^e` Bouso`* ]^sd  ^ejuo ’ Yuporstdros,Hcg Hezeer 

Vrcio pdc`t so`sctcvcty, idvor ejj prcio pdc`ts c` e prdmuit ietogdry, Iemhurys, ibdidjetos nrdlXo5,Ãijecr td Xs ?66 Iojohretcd`s peia Ejsd @dace pbd`os Lerutc prcic`g stretogy Iustdlor‒s humgot cs Xs = jeabs* sd bo ley jdda et jdda et iers prciom hotwoo` Xs 9,? jeabs Lerutc bes >ldmojs$57 verce`ts c` tbcs re`go* et so`sctcvo prcio pdc`ts Iustdlor o`ms up huyc`g jdwor vorscd` dn e bcgbor ldmoj tbe` pje``om "Bypdtbotciej prcios ndr cjjustretcd`#

Vrcios c` jeabs8? 9 9? = =? ? ?? > >? 7 7? 2 2?

Ejtd JR JRC ^R ER

EYter  JR JRC ^R ER

Ostcjd JR JRC ^R ER

Wegd` X  JR JRC ^R ER

Xctz JR JRC ^R ER

Ywcnt JR JRC ^R ER

Moscro JR JRC ^R ER

  Vrdmuit Lcx,Vrdnctehjo hre`ms teao iero dn dtbors c` tbo pdrtndjcd  Vrdmuit jc`o, Ejj soglo`ts nujj re`go, Lerutc, Xs 8,2 Jeis et ovory 8?666 c`torvej  Dptcd`ej noeturo prcic`g,Ndrm Cad`,C`sure`io! Moia! Io`trej Jdia ! Eutd Idp nroo  Ieptcvo prdmuit, Ielores $ Xezdrs iboepor hut id`sulehjos ’ Ncjl $ Hjemos idstjy  8,Vert, Ossojwdrjm, emlcsscd` ! rcmos* Ecrtclo ! YLY$^LY$Y]M  Hy,prdmuit, Juhrcie`ts wctb potrdj  Vrdmuit hu`mjc`g, Yoesd` tciaots* ]clo sbero  C`tor`ot, Iboepost,@d jeyors* lc`clul tre`seitcd` idst* euitcd`s* hergec`s* vcschcjctyDtbor weys td ‗c`iroeso‒ prcios wctbdut c`iroesc`g prcio

Xovcso mcsidu`t struituro Vrolcul ndr urgo`t drmors

Ibe`go lc`clul drmor sczo dr sbcppor C`torost d` dvormuo dutste`mc`gs $ po`ejty ijeuso

Ibergo ndr mojcvory$ sorvcios$ c`stejjetcd` Vrdmuio joss dn jdw lergc` ldmojs

8/15/2019 Marketing Planning Notes 1.0

23/28

Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 89 

Vrdldtcd`, Leraotc`g idllu`cietcd`

Dhkoitcvo, idllu`cietcd` eitcvctcos td o`suro iustdlors a`dw ydur dnnorc`gs* bevo nevdrehjoclprosscd` dn tbol* e`m huy, sejo* trcej* ewero`oss* rolc`m* roessuroXoto`tcd` Jovojs ,Xoemc`g56/* Jcsto`c`g86/* Eumcd,^csuej76/1 Ycgbt* Ydu`m* Ldtcd`

onnoitcvo C`togreto c`mcvcmuej prdldtcd` lcx idlpd`o`ts ndr onnoitcvo idllu`cietcd`

Vrdld ]ddjs $ Lcx "YVVEYL M]#

YejosVrdldtcd`

Vorsd`ejYojjc`g

VX Emvtg Ypd`sdr sbcp

LJL Mcroit ]remoNecr$Oxpd

Id`tostsIdupd`sJdwnc`e`io

Vroso`tetcd`YelpjosMold

C`sortsVross actYolc`ers

EmvtsBdermc`gsHe``ors

Ovo`tsVorcdm]bolo

 @otwdra*XoscmuejC`idloIdllcsscd`

MetehesoLecjors*IXLIetejdguo

MoldsHrdiburos]oib,C`nd

  Vorsd`ej Yojjc`g, Onnoitcvo hut oxpo`scvo wey td le`ego porsd`ej iustdlor rojetcd`sbcps  tbrdugb e sejos ndrio es prdmuit idlpjoxcty `ooms td ho oxpjec`om "Lomciej Xop* c`sure`io*

Ouroae Ndrhos#

  Yejos Vrdldtcd`  ’ "Eaec $ Ecwe$ Ye`suc#, C`io`tcvo td huy* o`suros trcej* M8I tbrdugb tremoHDGDN* Idupd`s* Mcsidu`ts* Id`tosts* ]rcej

  Vuhjci Xojetcd`s "VX#, "Vdjctciej pertcos $ ]dp Idlpe`cos$ CVD#, Yuhtjo c`sorts usom c` clego hucjmc`g* ncroncgbtc`g , clpeit cn le`egom wojj* jd`g torl oid`dly

  Mcroit "Iromct ierm $ c`sure`io idlpe`y lecjors#, ]ergotom idllu`cietcd`, meteheso upmeto*rospd`so* lujtcpjo uso,8/ rospd`so Id`tost lecjors* OLC* tre`snor dn iromct* ietejdguos*

IXL  ]remo Necrs e`m Oxbchctcd`s "Vrc`t $ Eutd $ Vberle $ C] Oxpd#,]remo* prdmuit mcspjey $

mold`stretcd` $ ewero`oss $ trcej* roio`t moijc`o muo td C`tor`ot

  Emvortcsc`g, ‗Vecm ndr‒ idllu`cietcd`* Mcnnciujt td loesuro em clpeit "Eluj hyjc`osoxiojjo`t* sejos clpeit4#* Bojps movojdp ettctumos $iroeto ewero`oss$ idllu`cieto lossego*ojcict rospd`so

d  ]ypo dn Ems, NXOYBO@,Noer* Xetcd`ej* Oldtcd`ej* Ydicej* Buldur* Otbciej* @ogetcvod  Lomce,Vrc`t, @owspepors$ legezc`os$ kdur`ejs "jdiej* `etcd`ej* tremo* spoicejcty# $ pelpjotsd  Ojoitrd`ci, ]^$ remcd ^crtuej, C`tor`ot* ldhcjos Dutmddr  ’ Bdermc`gs$ He``ors$ Acdsas$

]re`spdrt "Hus* ]rec`* ]exc* ^e`s# Ieptcvo ’ ]boetros* ]rec` idlpertlo`ts* Iehjo ]^  Ypd`sdrsbcp, Drge`csetcd` peys td essdiceto wctb e` ovo`t$ieuso,Yebere, C`mce` Irciaot

$Bdiaoy$ Djylpcis Ovo`t ettrchutos essdiceto wctb spd`sdr,Vopsc;Sdutb* Yebere;Vetrcdtcsl

  Lujtc,Jovoj Leraotc`g "BorhejJcno* Elwey#, @otwdra* Xoscmuej C`idlo* Njoxc,tclc`gs*C`ctcetdrs oer` lexclul* nc`e`icej sibolos ,suspoit

  Oxoricso, Cmo`tcny tbo Vrdldtcd` Lcx Ytretogy ndr e`y idlpe`y dn ydur ibdcio

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 8= 

Vrdldtcd`ej Ypo`m Lotbdms, "Bejn ly em,spo`m‒s westom* wbcib bejn4 We`eleaor# 

  Enndrmehjo ’ Eldu`t moicmom d` suppdsom enndrmehcjcty* cg`dros prdld `ooms  / dn Yejos, E`tcicpetom sejos* `dt hy dppdrtu`ctcos* prdld,spo`m vercos* / hescs erhctrery  Idlpotctcvo percty, Ybero dn vdcio* Essulos idlpotctcvo spo`m,idjjoitcvo c`mustry wcsmdl,

mohetehjo* Dw` dppdrtu`ctcos$stro`gtbs$roputetcd` `dt id`scmorom, CCVL bcgbost prc`t spo`mor 

  Dhkoitcvos . ]esa Lotbdm, Monc`o dhkoitcvos$tesas* ejjdieto spo`m* mcnnciujt td clpjolo`tVujj v$s Vusb; Vusb "Yejos ndrio ! ]remo prdldtcd`#* Vujj "Emvortcsc`g !Id`sulor prdldtcd`# ,tremctcd`ejjy BJJ,Vusb e`m V.G,Vujj stretogy wdrjmwcmo

C`togretom Leraotc`g Idllu`cietcd` "CLI#

Ytretogci prdioss td prdmuio e id`scsto`t hre`m lossego et oeib iustdlor tduib pdc`t _solujtcpjo idllu`cietcd` ldmos td ndstor ewero`oss dn prdmuit $ sorvcios hy c`ndrlc`g podpjo

ehdut noeturos e`m ho`oncts* e`m ldvc`g tbol td leao e puribeso

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 8? 

? Ytretogci Vdrtndjcd E`ejyscs . Jcnoiyijo Le`egolo`t

Vrdmuit Jcno Iyijo

Bojps c`torprot hre`m$leraot my`elcis* usonuj c` pje``c`g* id`trdj Ovory prdmuit gdos tbrdugbe jcnoiyijo hut jo`gtb* sbepo* muretcd`* pbesos mcnnor Mcnnciujt td motorlc`o VJI stego

VJI , Eppjcietcd`s

Ytretogcos C`trdmuitcd` Grdwtb Leturcty Moijc`oYejos Jdw Bcgb Bcgbost OhhIdsts Bcgbost Bcgb Bcgb Jdw

Vrdncts @cj Ytert Bcgb Ohh

Iustdlors C``dvetdrs Emdptors Lekdrcty JeggermsIdlpotctdrs @cj$oxcstc`g Le`y Lex$@ow toib Le`yDhkoitcvos Ewero`oss* ]rcej LY* _sego Vrdncts* Lec`tec` LY Xomuio idsts

Vrdmuits Hre`m Hucjm* oxto`m* sorvcio Mcvorscny* rovcvo Yustec`* Vbeso dutVrcio Idst ! Vo`otreto* Yacl Idlpotctcvo Xomuio* Yurvcvej

Mcstrchutcd` Yojoitcvo* Evecjehcjcty C`to`scvo Oxto`scvo* ̂ cschcjcty WetibnujEmvortcsc`g Ewero`oss ndr 

iustdlors* tremoEwero`oss . C`torostC` ]remo$less lat

Mcnnoro`tcetcd`Ho`oncts

Xomuio tdrotec` jdyejs

YejosVrdldtcd`

Boevy td o`tcio]rcej$puribeso

Ietor td mole`m O`idurego hre`mswctib $ suhstctuto

Lc`clul

VX Lex Yojoitcvo Yojoitcvo @cj

Vorsd`ejYojjc`g

]ergot iustdlors*]remo

Id`vc`io* id`vort Mono`m Lc`clul

Mcroit Lcx @ow iustdlors* lcx Jdyejs YojoitcvoYpd`sdrsbcps Lex Ycg`cncie`t Ypoicnci @cj

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 8> 

E`ejysc`g leraot dppdrtu`ctcos

Ytretogci gep e`ejyscs, Wboro ero wo* wboro md wo we`t td ho* bdw md wo got tboro

Mcnnoro`t leraot `ooms . grdups"soglo`ts#

• ]ergot grdups$leraots ct ie` setcsny c` e suporcdr wey "tergotc`g#• Jdieto hre`m c` tbo lc`ms dn id`sulors " pdsctcd`c`g#• Idllu`cieto dnnorc`g " prdldtcd`# td tbo tergot leraot• ]ergot leraot roidg`csos ncrl‒s mcstc`itcvo dnnorc`g "mcnnoro`tcetcd`#• Bdw hre`m setcsncos id`sulor `ooms c` e u`cquo wey ” iustdlor,ndiusom vejuo prdpdsctcd`

  C`togretcvo grdwtb, ^ortciej,Heiawerm "Xojce`io, Vdjyostors#* ndrwerm "^cmodid`,@oxt#*Bdrczd`tej, L.E "BJJ,Jealo#

  Mcvorscncietcd` grdwtb, Xojce`io Xotecj  C`to`scvo Grdwtb YtretogcosE`sdnn–s Vrdmuit,Leraot Letrcx, Dnnor stretogci ibdcios td eibcovo grdwtb dhkoitcvos Og,Lerutc Yuzuac

   L  e  r   a  o   t  s

Iurro`t Vrdmuits @ow Vrdmuits

   I  u  r  r  o  `

   t Leraot Vo`otretcd`

Jeu`ib 266* grehhom leraot sberod` styjc`g* nuoj oid`dly* enndrmehcjcty

 @ow Vrdmuit Movojdplo`t, @VM

 @ow ldmojs ^e`* [o`* Ostool* Wegd`X* Hejo`d* Ywcnt* YR=

   @  o  w

Leraot Movojdplo`tJeu`ib c` ijess CC,C^ tdw`s* oesy jde`s*bcgbor peyheia porcdms

Mcvorscncietcd`]rec`c`g sibddjs* Eutd c`sure`io* ]ruo^ejuo iers*

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

www.mrelctre`g`oaer.idl Vego 87 

  Leraot Vo`otretcd` "joest rcsa# ’ gd rurej* prcio po`otretcd`  Leraot Movojdplo`t " jdw rcsa#, `ow eumco`io* `ow rogcd`* oxpdrts  @VM "Bcgb rcsa#, oxcstc`g iustdlors* movojdp* c``dveto* `ow, Eutdldhcjos  Mcvorscncietcd` "Bccgbost rcsa# , rojetom , Eluj lcja td nddms* u`rojetom, Eluj c`td Gerlo`tsVdrtndjcd Ldmojs

HIG Letrcx, Vrdmuit Vdrtndjcd Letrcx "Verjo Hcsiucts#

  Ndr YH_s$hre`ms pdrtndjcd pje``c`g tbe` moicscd` leac`g  Drmor, Uuostcd` Lera* Yter* Iesb Idw . Mdg  Mdgs,Jdw sbero dn jdw grdwtb leraot* `d iesb

go`oretcd`* id`sulo iesb* rcm* bcvo

  Iesb idws, Bcgb sbero dn jdw grdwtb leraot* iesbgo`oretdrs* jdw c`vostlo`t* ox,sters* oid`dlcos* prdncts* nu`m dtbor hre`ms

  Uuostcd` Lera ,Jdw sbero dn bcgb grdwtb leraot*id`sulo rosdurios* go`oreto jcttjo, rotec`$grdw$bcvo

  Yters,Bcgb sbero dn bcgb grdwtb leraot* bcgb idsts jdw prdncts* go`oreto bcgb c`idlo* hucjm  Vdrtndjcd heje`io irctciej* romuio mdgs* lcja iesb idws hucjm sters  _so nu`ms go`oretom hy iesb idws td tur` 4 td Yters* ley hoidlo iesb idws Ydlo 4 ley

 hoidlo mdgs* jergor id`trchutcd` nrdl suiiossnuj prdmuits td idlpo`seto necjuros

  Jclctetcd`s, Vrdnctehcjcty* tro`ms* o`vcrd`lo`t* YH_ so`sctcvctcos `dt id`scmoromGO letrcx dr Grdwtb Ybero Letrcx

  Leraot Ettreitcvo`oss v Husc`ossstro`gtbs

  Dptclej husc`oss pdrtndjcd td nct ncrlstro`gtbs* oxpjdct ettreitcvoc`mustrcos$leraots

  Wbcib YH_'s td c`vost* hucjm* `urturo*bcvo

  Icrijo c` Letrcx cs YH_* Icrijosczo< leraot

  sczo* pco sczo < YH_ leraot sbero  Errdws< nuturo mcroitcd` . ldvolo`t dn 

YH_'s

  Ndroiest ndr @9,?S* c`ijumc`g stretogy* VJI* idlpotctcd`* toib`djdgy* pdjciy* c`idrpdreto c`jo`gtb . mcroitcd` dn errdws

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C`vost$Grdw Yojoi tcvcty$Oer`c`gs Bervost$Mcvost

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Leraotc`g Vje``c`g, LHE @dtos, Mr Elct Xe`g`oaer 

Neitdr Xetc`gs

  Leraot ettreitcvo`oss,ettreitcvo= td u`ettreitcvo5* Husc`oss stro`gtb,=strd`g td 5 woea   ]dp 9 idr`or, strd`g c` ettreitcvo`oss* c`vost$grdw1  Mcegd`ej 9, lomcul c` ettreitcvo`oss* sojoitcvcty* le`ego oer`c`gs1  Hdttdl 9 idr`or, jdw c` ettreitcvo`oss* bervost $ mcvost  Clpjolo`tetcd` dn pdrtndjcd e`ejyscs  Cmo`tcny mrcvors clpdrte`t td dvorejj stretogy* esscg` rojetcvo clpdrte`io wocgbts  Yidro YH_'s oeib mrcvor* Lujtcpjy wocgbts tclos sidros ndr oeib YH_* C`torprot rosujts  Xovcow neitdrs ennoitc`g Leraot Ettreitcvo`oss;  Yczo* grdwtb* prdncts* mole`m* prcic`g* rcsas* idlpotctcd`$rcvejry* mcnnoro`tcetcd`  Neitdrs ennoitc`g YH_ Idlpotctcvo Ytro`gtb  Essots* idlpoto`io* rojetcvo hre`m stro`gtb* leraot sbero* grdwtb* jdyejty* rojetcvo lergc`*

toib`djdgy $ c``dvetcd`* mcstrchutcd`* iepeicty* nc`e`icej rosdurios* idst struituro

  GO Letrcx, jetor e`m ldro emve`iom vorscd` dn tbo HIG Letrcx c` tbroo espoits;  Hrdemor, Leraot $C`mustry ettreitcvo`oss ropjeios grdwtb es ettreitcvo`oss mclo`scd`  Idlpotctcvo stro`gtb ropjeios XLY td essoss oeib YH_ idlpotctcvo pdsctcd`  GO Letrcx 9+9 grcm* ejjdws ldro sdpbcstcietcd` wbcjo tbo HIG Letrcx bes d`jy 8+8  Jclctetcd`s, Idro idlpoto`icos `dt roproso`tom* YH_ C`toreitcd`s `dt id`scmorom