Business Analysis of E-commerce and Internet Marketing of Tesco

8/2/2019 Business Analysis of E-commerce and Internet Marketing of Tesco

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K `hrhb{ ohjearh tàt t`h \rmdhjt vmri hgtkteho Bxzkghzz Agae{zkz mn H#Jmcchrjh . Kgthrght

Carihtkgf mn _hzjm zxbckttho b{ ch nmr t`h |artkae nxenkeechgt mn t`h \mzt Fraoxath Ok|emca kg

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2? \arfagaz Gmrt`+

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4/77


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Ajigmvehofhchgt

Kt àz bhhg ag kcchgzh |ehazxrh nmr ch tm à~h ag m||mrtxgkt{ tm bh igmvg abmxt ago fakg kgzkf`t

abmxt Bxzkghzz Agae{zkz mn H#Jmcchrjh . Kgthrght Carihtkgf mn _hzjm t`h jmgztrakgtz mn

kc|ehchgtkgf H#jmcchrjh ago t`h azzhzzchgt mn |rmbabeh zmextkmgz'

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jmc|ehtkmg mn t`h rhzharj`'

K ac aezm ~hr{ cxj` tàginxe tm aee t`h |hm|eh v`m tmmi |rhjkmxz tkch mxt nrmc t`hkr vmri zj`hoxehtm `he| ch kg xgohrztagokgf t`kz rhzharj` omcakg' Vkt`mxt t`hkr `he| kt vmxeo à~h bhhg hptrhche{

oknnkjxet nmr ch tm jarr{ mxt h~hg t`h ckgxthzt |art mn t`h agae{zkz zxjjhzznxee{9 t`h{ jmgztagte{

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xgohrztagokgf% bajikgf ago jmgnkohgjh kg c{ abkektkhz'


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8

\rhnajh

Hp|hrkhgjh kz t`h bhzt thaj`hr

_`h \FOC |rmfrac kz vhee ztrxjtxrho ago kgthfratho jmxrzh mn bxzkghzz ztxokhz' _`h cakg

mbdhjtk~h mn jmc|rh`hgzk~h |rmdhjt at \FOC eh~he kz tm oh~hem| zikee kg ztxohgt b{ zx||ehchgt tm

t`h t`hmrhtkjae ztxo{ mn bxzkghzz cagafhchgt kg fhghrae' _`kz |rmdhjt `he|z tm fakg rhae eknh

igmvehofh ago hp|mzxrh abmxt t`h kgoxztrkae hg~krmgchgt ago bxzkghzz |rajtkjhz' _`h \FOC

|rmfrac |rm~kohz ztxohgt vkt` a nxgoachgtae igmvehofh mn bxzkghzz ago mrfagkatkmgae nxgjtkmgz

ago ajtk~ktkhz% az vhee az ag hp|mzxrh tm ztrathfkj t`kgikgf mn cagafhchgt'

Kg h~hr{ |rmnhzzkmgae jmxrzh% trakgkgf kz ag kc|mrtagt najtmr ago t`h trakgkgf v`kj` vh om oxrkgf

zxcchr kgthrgz`k| `he|z xz a emt tm zxjjhzznxee{ jmc|ehth t`h jmc|rh`hgzk~h |rmdhjt' Kt kz mge{ t`h

trakgkgf t`rmxf` v`kj` K jmch tm igmv t`at v`at ag kgoxztr{ kz ago `mv kt vmriz''

Oxrkgf t`kz jmc|rh`hgzk~h |rmdhjt K fmt a emt mn hp|hrkhgjh ago hp|mzxrh abmxt H#jmcchrjh

Kgoxztr{' K vaz abeh tm eharg `mv bxzkghzz m|hratkmgz bhkgf |hrnmrcho kg t`h kgoxztr{% v`kj` vmxeo%

kg rhtxrg% `he| xz kg t`h nxtxrh v`hg vh vkee hgthr t`h |rajtkjae nkheo'


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_ABEH MN JMG_HG_

ABZ_RAJ_ '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' 6

KG_RMOXJ_KMG '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' 0

ZJM\H AGO MBDHJ_K^HZ ''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' ;

EK_HRA_XRH RH^KHV ''''''''''''' ''''''''''''' '''''''''''''' ''''''''''''' ''''''''''''' ''''''''''''' '''''''''''''' ''''''''''''' ''''''''''''' ''''''''''''' ''''''''''''' ''''''''''''' '''''''''''''' ''''''' 1

TAJ@CAG NRACHVMRI ''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' ?1

ZMEX_KMG AZZHZZCHG_ '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' >;

A\\HGOKP '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' 6>

RHNHRHGJH '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' 66


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6

ABZ_RAJ_

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b{ _hzjm jmgzkohrkgf rhtake cariht ago jmgzxchrz |rhnhrhgjh' _`h kc|ajt mn ~arkmxz najtmrz ekih

\HZ_HE% \mrthrz nk~h nmrjh najtmrz% \rmcmtkmgae najtmrz% vhbzkth ztrathf{% ZHM ztrathf{% ~aexh

jàkg najtmrz% jrktkjae zxjjhzz najtmrz% ago mt`hr kc|mrtagt najtmrz tkchekghzz% mgekgh ao% qxaekt{%

~arkht{% brago kcafh% |rkjh% _^ jmcchrjkae% Rhnhrhgjh% vhb nrkhgoekghzz% Zanh tragzajtkmg% vhb

attrajtk~hghzz+ htj mg H#jmcchrjh àz bhhg agae{ho' A {|mt`htkjae cmohe àz jrhatho kg t`kz

|a|hr% v`kj` àz bhhg taihg kgtm jmgzkohratkmg nmr mxr rhzharj` vmri mg H#jmcchrjh ago kgthrght

carihtkgf mn _HZJM'

_`kz ztxo{ kz cakge{ bazho mg t`h |rkcar{ oata jmeehjtho t`rmxf` jmgzxchr zxr~h{ vkt` t`h `he| mn

ztrxjtxrho qxhztkmggakrh mg ekihrt zjaeh ago vhbzkth rh~khv oata nrmc Aehpa'jmc ago zhjmgoar{

oata rheatho tm t`kz tm|kj'

_`h zac|ehz vhrh zhehjtho b{ Jmg~hgkhgjh zac|ekgf cht`mo kg Ohe`k GJR' _`h qxhztkmggakrh vaz

oh~hem|ho mg t`h bazkz mn hp|emratmr{ rhzharj`'

_`h ztatkztkjae agae{zkz cht`mo hc|em{ho kg t`kz ztxo{ kz Najtmr Agae{zkz' Anthr t`h t`mrmxf`

agae{zkz mn t`h a~akeabeh oata kt àz bhhg nmxgo mxt tàt tm bh zxjjhzznxe kg H#jmcchrjh% mgh àz tm

nmjxz mg brago kcafh% jmg~hgkhgjh najtmr% jmccxgkjatkmg ckp ago rhz|mgzk~hghzz'


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0

KG_RMOXJ_KMG

H#jmcchrjh àz rh~mextkmgkho t`h bxzkghzz m|hratkmgz' H#jmcchrjh |rh~akeho vkt` t`h

thj`gmemfkjae ao~agjhchgtz ago t`h kggm~atk~h cht`moz mn zaehz ago jmgoxjtkgf tragzajtkmgz m~hr

t`h ght' Vkt`% t`h kgjrhazh kg t`h rk~aer{ ago oxh tm t`h hnnhjt mn fembaekatkmg mn t`h bxzkghzz

|rmjhzz vkt` t`h |rhzhgjh mn jmgfemchrathz bmt` at t`h gatkmgae ago kgthrgatkmgae carihtz àz

mrkfkgatho t`h ghho nmr h#jmcchrjh az a zxbztktxth tm eh~hrafh frmvt` kg bxzkghzz ago fhghrath

rh~hgxh' _`h kgjrhazh kg jmgzxchrz ohcago nmr ghv |rmoxjtz az vhee az t`h nehpkbkekt{ nmr

z`m||kgf mgekgh% t`h brkji ago jekji ztrathf{ kg bxzkghzz àz caoh a trhchgomxz kc|ajt kg t`h

ajtxae nmrc mn rhtakekgf ktzhen'

Jmc|agkhz ekih _hzjm% à~h vkoh ragfh mn bxzkghzz m|hratkmgz ago `xfh gxcbhr mn |rmoxjtz% kt kz

ghkt`hr hnnhjtk~h gmr hnnkjkhgt nmr t`hc tm zhee okrhjte{ tm t`h nkgae jmgzxchrz' Nmr t`hzh rhazmgz t`h{

à~h tm oh|hgo `ha~ke{ mg t`h brkji ago jekji ztrathf{ ago okztrkbxtkmg |artghrz% v`m |ea{ ag

kc|mrtagt rmeh kg ~aexh aooktkmg mn t`h mnnhrkgf ago zheekgf t`h |rmoxjtz tm t`h nkgae jmgzxchrz'

_`hrh arh cag{ najtmrz v`kj` kgnexhgjh H#bxzkghzz mr mgekgh rhtakekgf ago `he| tm |rm~koh ag

jmc|htktk~h hofh m~hr mt`hrz' _`h ih{ hehchgtz mn H#jmcchrjh ago kgthrght carihtkgf arh ~arkht{%

qxaekt{% vhbzkth attrajtk~hghzz% brago kcafh% mgekgh ao% _^ jmcchrjkae% |hhr rhnhrhgjh% zanh

tragzajtkmg% |rkjh% vhbzkth nrkhgoekghzz% hptra bhghnkt% tkchekghzz% v`kj` |ea{ ~ktae rmeh at oknnhrhgt

eh~hez mn bxzkghzz |rmjhzz' Jmgzkohrkgf t`h abm~h chgtkmgho ~arkabehz ago t`hkr kgthr rheatkmgz`k|z%vh à~h ohnkgho t`h nmxr kgnexhgtkae najtmrz kgnexhgjkgf t`h bxzkghzz% t`hzh arh Kcafh%

Jmccxgkjatkmg Ckp% jmg~hgkhgjh najtmr ago Rhz|mgzk~hghzz'

Kg t`kz rh|mrt% c{ akc kz tm agae{h t`h brkji ago jekji ztrathf{ aom|tho b{ _hzjm ago t`h jmgztrakgtz

mn kc|ehchgtkgf H#jmcchrjh ago t`h azzhzzchgt mn |rmbabeh zmextkmgz'


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;

ZJM\H AGO MBDHJ_K^HZ

Akc mn t`kz rh|mrt tm agae{h t`h H#jmcchrjh ago kgthrght carihtkgf |rmjhzz nmeemvho b{ _hzjm

ago `mv jag kt bh kc|rm~ho'

\rkcar{ Mbdhjtk~hz4

1' Abmxt Bxzkghzz ago Jmc|ag{#Hgthr|rkzh Agae{zkz2' Zjm|h ago Cariht Agae{zkz:' Bxzkghzz mbdhjtk~hz ago fmae?' Rhqxkrhchgt \eaggkgf8' Rhqxkrhchgt Agae{zkz ago Omjxchgtatkmg>' Rhqxkrhchgt Hekjktatkmg6' Zmextkmg Azzhzzchgt

Zhjmgoar{ Mbdhjtk~hz4

1' _m igmv t`h najtmrz bh`kgo m~hraee zatkznajtkmg mn mgekgh |xrjàzh ago tm jàgfh bxzkghzz|rmjhzz ajjmrokgfe{

2' Najtmrz à~kgf cmzt kc|ajt nmr H#jmcchrjh ago Kgthrght carihtkgf:' Kc|ehchgtatkmg mn |rm|hr ~aexh jàkg kg h#jmcchrjh ago Kgthrght carihtkgf


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1+% kc|xezh bx{kgf vaz ohnkgho az ag xg|eaggho

|xrjàzh ago t`kz ohnkgktkmg jag aezm bh nmxgo kg t`h rhzharj` mn Imeeat ago Vkeehtt 1;>6+'

Kg agmt`hr rhzharj` b{ Rmmi 1;06+ rh|mrtho tàt kc|xezh bx{kgf xzxaee{ taihz |eajh% v`hg a

jmgzxchr nhhez a nmrjhnxe cmtk~atkmg tàt txrgz kgtm a ohzkrh tm |xrjàzh a jmccmokt{ kgztagte{'

_`h ohjkzkmg mn |xrjàzh hekjktz ~arkmxz rhz|mgzhz nrmc jmgzxchrz nmr a rh~khv% zhh Bemj` 1;;8+'

Oknnhrhgt nrmc |rh~kmxz vmri tàt aoorhzzhz t`h ahzt`htkj az|hjtz mn ohzkfg h'f'% @krzj`cag 1;0>9

@mebrmmi 1;0>9 ^hr{hr ago @xtj`kgzmg 1;;0+ mr nmjxzhz mg fembae jmfgktk~h h~aexatkmgz ago t`hkr

hnnhjtz mg jmgzxchr bhà~kmr h'f'% Nmeihz ago Catta 2


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11

_HZJM# HG_HR\RKZH AGAE[ZKZ

B{ rh~hgxh _hzjm kz t`h t`kro earfhzt rhtakehr kg t`h vmreo dxzt anthr Vae#cart ago Jarrhnmxr ago

nrmc |rmnkt kt kz t`h zhjmgo earfhzt rhtakehr% dxzt anthr Vae#cart' Kt `az |rhzhgjh kg nmxrthhg jmxgtrkhz

ajrmzz t`h vmreo v`hrhaz kg XI% Caea{zka% Krheago ago _`akeago% kt kz t`h cariht ehaohr mn frmjhr{

ztmrh'

_hzjm kz ekztho mg t`h EZH ago kz a jmgztktxhgt mn t`h N_ZH 10 bkeekmg az mn 22 Carj` 2


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12

_`kz |`razh bhjach t`h ztagoaro carihtkgf |ktj` nmr _hzjm az kt hgàgjho ktz bxzkghzz omchztkjaee{

ago kgthrgatkmgaee{% kc|e{kgf a z`knt b{ t`h jmc|ag{ tm nmjxz mg bmt` kgthrajtk~h ago kgthrgae

carihtkgf'

Ztmrhz

Zkp nmrcatz arh t`hrh kg t`h jmgthpt mn _hzjm% oknnhrhgtkatho b{ zkh ago t`h ragfh mn |rmoxjtz zmeo'

_`hzh arh z`mvg bhemv4

_hzjm Hptra

_hzjm Hptra ztmrhz arh `xfh% cakge{ mxt#mn#tmvg `{|hrcarihtz tàt ztmji ghare{ aee mn _hzjm&z

|rmoxjt ragfhz' Hpjh|tkmgz kgjexoh _rmvbrkofh% Ztannmro% @hpàc% Ikgfztmg x|mg @xee% Zth~hgafh%

J`hzthrnkheo% Jea{ Jrmzz% Ehkf`% Vkfag% Frkczb{% Bxevhee% Faeaz`khez% Jxcbhrgaxeo% Zemxf`%Braonmro% Haztbmxrgh% [hm~ke% Jraoeh{ @hat`% Gmttkgfàc Bhhztmg Bxrgeh{% ago Eh{eago% v`kj`

arh kg t`h `hart mn tmvg jhgthrz' Jaroknn Vhzthrg A~hgxh+ ago Jaroknn \hgfac Frhhg+%

Varrkgftmg ago Vaezaee Jmeehfh arh emjatho kg kgghr#jkt{ emjatkmgz' _`h nkrzt Hptra m|hgho kg 1;;6

kg \ktzha ago cmrh rhjhgte{ kg 2


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1:

_hzjm Zx|hrztmrhz

_hzjm zx|hrztmrhz arh ztagoaro earfh zx|hrcarihtz% ztmjikgf frmjhrkhz ago a cxj` zcaeehr ragfh mn

gmg#nmmo fmmoz t`ag Hptra ztmrhz' _`h ztmrhz `a~h aeva{z |rh~kmxze{ bhhg bragoho az zkc|e{

&_hzjm&% bxt mgh mn t`h ghv ztmrh kg Ek~hr|mme vaz t`h nkrzt tm xzh t`h nmrcat brago &_hzjm

Zx|hrztmrh& abm~h t`h ommr'

_hzjm Chtrm

_`hzh arh t`h ztmrhz v`kj` arh zkho bhtvhhg _hzjm zx|hrztmrhz ago _hzjm Hp|rhzz ztmrhz% vkt`

ztmrhz a~hrafkgf 11%


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1?

_`hrh kz zmch jmgtrm~hrz{ az vhee% az frmjhr{ |rkjhz kg t`hzh z`m|z% mnthg zktxatho kg ehzz vhee#mnn

arhaz% jag bh `kf`hr t`ag gharb{ _hzjm bragoho ztmrhz% `kf`ekf`tho kg _`h _kchz 22 Carj` 2


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18

Ztmrh najtz

Az mn 2> Nhbrxar{ 2


16/77


1>

_hj`gkia

_hj`gkia kz a brago gach nmr hehjtrmgkj |rmoxjtz v`kj` arh zmeo hpjexzk~he{ t`rmxf` _hzjm Ztmrhz'

Ago kt kgjexohz ragfh _heh~kzkmgz% C\: Omjikgf Ztatkmgz% Jmc|xthr \hrk|`hraez% OÔ ago Bex#ra{

\ea{hrz% OAB Raokmz' _m nmeemv t`h cariht trhgoz% t`h ragfh kz cmoknkho tkch tm tkch'

_`h _hj`gkia brago kz cagafho kg#`mxzh b{ _hzjm aemgfzkoh ktz mt`hr bragoz% zxj` az _hzjm ago

_hzjm âexh' _hzjm Hehjtrkjae @he|ekgh mr kg#ztmrh t`rmxf` _hzjm _hj` Zx||mrt mnnhrz t`h Jxztmchr

Zx||mrt zhr~kjhz'

_hehjmcz

_hzjm m|hrathz kg cmbkeh |`mgh% `mch |`mgh ago brmaobago bxzkghzzhz' Ago t`h a~akeabkekt{ kz

t`hrh tm rhzkohgtkae jmgzxchrz kg zh~hrae jmxgtrkhz ago arh zmeo ~ka t`h _hzjm vhbzkth ago t`rmxf`

_hzjm ztmrhz' _hzjm àz gmt |xrjàzho mr bxket a thehjmcz ghtvmri% bxt kgzthao àz |xrzxho a

ztrathf{ mn |akrkgf ktz carihtkgf ztrhgft` vkt` t`h hp|hrtkzh mn hpkztkgf thehjmcz m|hratmrz'

Cmbkeh

Kg eath 2


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16

Nxhe

_hzjm nkrzt ztartho zheekgf |htrme kg 1;6?' _hzjm zheez ;8% ;6 ago ;; RMG a nxhe oh~hem|ho b{

Frhhghrf{ mn v`kj` _hzjm kz a zàrh`meohr+ |htrme nrmc nmrhjmxrtz at cmzt zx|hrztmrh ago Hp|rhzz

emjatkmgz' Ok~hrzknkjatkmg kgtm mt`hr nxhe |rmoxjtz àz bhhg omgh rhjhgte{ b{ _hzjm% t`hzh arh bkm

nxhez% mnnhrkgf |htrme#bkm htàgme ago okhzhe#bkmokhzhe behgoz kgzthao mn |xrh |htrme ago okhzhe at

t`hkr |htrme ztatkmgz% ago gmv mnnhrkgf Frhhghrf{ 1 Zh|thcbhr ago kz jaeeho \arkz Jmgghjtkmgz'

Kg 2


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10

Fmeo Hpj`agfh

Kg 2 tkchz a {har% v`kj`

mnthg nhatxrh hptra |mkgt jmx|mgz ago cmgh{#mnn jmx|mgz' _`hzh jag bh z|hgt kg#ztmrh% mgekgh mr mg

~arkmxz Jexbjaro ohaez' _hzjm vaz jktho kg a Vaee Ztrhht Dmxrgae artkjeh az xzkgf t`h kgtheekfhgjh

nrmc t`h Jexbjaro tm t`vart Vae#Cart&z kgktkatk~hz kg t`h XI'

Kgthrght m|hratkmgz

_hzjm m|hrathz a frmjhr{ `mch z`m||kgf zhr~kjh% az vhee az |rm~kokgf jmgzxchr fmmoz%

thehjmccxgkjatkmgz ago nkgagjkae zhr~kjhz mgekgh'

_hzjm `az bhhg m|hratkgf mg t`h kgthrght zkgjh 1;;? ago vaz t`h nkrzt rhtakehr kg t`h vmreo tm mnnhr a

rmbxzt `mch z`m||kgf zhr~kjh kg 1;;>' _hzjm'jmc vaz nmrcaee{ eaxgj`ho kg 2


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1;

m|hratkmgz kg t`h Rh|xbekj mn Krheago ago Zmxt` Imrha' Ago at h~hr{ zhehjtho ztmrhz% frmjhr{ zaehz kz

a~akeabeh vkt`kg ohek~hr{ ragfh% fmmoz bhkgf `ago#|kjiho vkt`kg haj` ztmrh% kg jmgtrazt tm t`h

varh`mxzh cmohe nmeemvho b{ Mjaom' Kg 2


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2 :1'>>

20 Nhbrxar{

2 Nhbrxar{

2> 16'??

20 Nhbrxar{

2


27/77


26

Ohz|kth rhjhzzkmg% _hzjm caoh rhjmro |rmnktz nmr a Brktkz` rhtakehr kg t`h {har tm Nhbrxar{ 2


28/77


20

hnnhjtk~h ohcago nmr cag{ fmmoz% m||mzkthe{ hnnhjtkgf t`h ohcago rhqxkrho tm |rmoxjh zxj` fmmoz'

Ago t`hzh najtmrz arh mxt mn t`h jmgtrme mn t`h jmc|ag{% bxt t`h{ à~h |rmnmxgo hnnhjtz mg t`h

carihtkgf ckp ago |hrnmrcagjh' _`mxf` kgthrgatkmgae bxzkghzz kz ztkee hp|agokgf% ago kt kz hp|hjtho

frhathr acmxgtz mn _hzjm&z |rmnktz kg ghar nxtxrh vmxeo bh jmgtrkbxtho b{ kgthrgatkmgae bxzkghzz9

ztkee t`h jmc|ag{ kz bazho mg ago oh|hgohgt mg t`h XI cariht' @hgjh% _hzjm vmxeo bh baoe{kgnexhgjho b{ ag{ zemvomvg kg t`h XI nmmo cariht ago arh z`mvg tm cariht jmgjhgtratkmg rkziz'

Najtmr#Zmjkae

Jxrrhgt trhgoz z`mv tàt Brktkz` jxztmchrz à~h cm~ho tmvaroz mgh#ztm|& ago bxei& z`m||kgf%

v`kj` kz bhjaxzh mn a ~arkht{ mn zmjkae jàgfhz' _hzjm à~h% t`hrhnmrh% kgjrhazho t`h acmxgt mn gmg#

nmmo kthcz a~akeabeh nmr zaeh'

_`hrh arh ohcmfra|`kj jàgfhz zxj` az t`h afkgf |m|xeatkmg% ag kgjrhazh kg nhcaeh vmrihrz ago a

ohjekgh kg `mch chae |rh|aratkmg v`kj` chagz tàt XI rhtakehrz arh aezm nmjxzkgf mg ~aexh aooho

|rmoxjtz ago zhr~kjhz' A|art nrmc t`kz% t`h nmjxz kz gmv tmvaroz9 t`h mvg#eabhe zàrh mn t`h

bxzkghzz ckp% t`h zx||e{ jàkg cagafhchgt ago mt`hr m|hratkmgae kc|rm~hchgtz% v`kj` jag ork~h

jmztz mxt mn t`h bxzkghzz'

_`h nxgjtkmg mn t`hkr zmjkae jmgoktkmgkgf ago t`hkr attktxohz arh ohcagoho b{ t`h jmgzxchrz' Ago

gmvaoa{z% t`h jmgzxchrz arh bhjmckgf cmrh ago cmrh avarh mn `haet` kzzxhz% ago t`hrh kz jàgfh

tmvaroz nmmo' Mgh hpac|eh mn _hzjm aoa|tkgf ktz |rmoxjt ckp kz tm ajjmccmoath ag kgjrhazho

ohcago nmr mrfagkj |rmoxjtz' Aeemvkgf t`h jxztmchrz tm |a{ kg j`hqxh ago jaz` at t`h j`hjimxt

vaz t`h ztrathf{% v`kj` vaz nkrzte{ kc|ehchgtho b{ _hzjm'

Najtmr# _hj`gmemfkjae

Cadmr cajrm#hg~krmgchgtae ~arkabeh kz thj`gmemf{ xzafh kg t`h bxzkghzz% v`kj` kgnexhgjhz t`h

oh~hem|chgt mn cag{ mn t`h _hzjm |rmoxjtz' _`h xzh mn ghv thj`gmemfkhz vkee bhghnkt bmt`

jxztmchrz ago t`h jmc|ag{4 jxztmchr zatkznajtkmg rkzhz bhjaxzh fmmoz arh |rm~koho tm t`h

jmgzxchrz at tkch% zhr~kjhz jag bhjmch cmrh |hrzmgaekho ago z`m||kgf cmrh jmg~hgkhgt' _`h

eaxgj` mn t`h Hnnkjkhgt Jmgzxchr Rhz|mgzh HJR+ kgktkatk~h |rm~koho t`h z`knt tàt kz gmv jehar kg

t`h cagafhchgt mn nmmo zx||e{ jàkgz' _hzjm ztmrhz xtkekh t`h nmeemvkgf thj`gmemfkhz4

Vkrhehzz oh~kjhz

Kgtheekfhgt zjaeh

Hehjtrmgkj z`hen eabhekgf


29/77


2;

Zhen j`hji#mxt caj`kgh

Raokm Nrhqxhgj{ Kohgtknkjatkmg RNKO+'

_`h xzh mn Hehjtrmgkj \mkgt mn Zaeh H\mZ+% Hehjtrmgkj Nxgoz _ragznhr Z{zthcz HN_\mZ+ ago

hehjtrmgkj zjagghrz à~h |rm~koho t`h _hzjm% a frhat m||mrtxgkt{ tm kc|rm~h mg ktz hnnkjkhgj{ mn

okztrkbxtkmg ago ztmjikgf ajtk~ktkhz% vkt` ghhoz bhkgf jmccxgkjatho aecmzt kg rhae tkch tm t`hzx||ekhr

Najtmr# Hg~krmgchgtae

\rhzzxrh kz t`hrh mg cag{ jmc|agkhz ago cagafhrz tm rhaekh t`hkr rhz|mgzkbkekt{ tmvaroz zmjkht{%

ago ajt kg a va{ v`kj` bhghnktz zmjkht{ m~hraee' _`h cadmr zmjkhtae kzzxh t`rhathgkgf nmmo rhtakehrz

kz hg~krmgchgtae kzzxhz% t`h ih{ arha nmr jmc|agkhz tm ajt kg a zmjkaee{ rhz|mgzkbeh va{ ago tm

|rmoxjh ago m|t nmr ht`kjae va{z' @hgjh% b{ rhaekkgf t`kz trhgo vkt`kg t`h brmao ht`kjae ztagjh%

_hzjm&z JZR kz jmgjhrgho vkt` t`h va{z kg v`kj` ag mrfagkatkmg cm~ho a`hao tm t`h ckgkcxc

mbekfatkmgz tm ztaih`meohrz z|hjknkho t`rmxf` rhfxeatkmg ago jmr|mrath fm~hrgagjh'

_`hrh arh jehar kgthgtkmgz mn fm~hrgchgt tm eaxgj` a ghv ztrathf{ nmr zxztakgabeh jmgzxc|tkmg ago

|rmoxjtkmg tm jxt vazth% ehzzhgkgf jmgzxc|tkmg mn rhzmxrjhz ago tm ckgkckh hg~krmgchgtae

oacafh' _`h zm#jaeeho nat tap& okrhjte{ annhjtz t`h _hzjm |rmoxjt ragfhz tàt à~h zxbzhqxhgte{

bhhg aoa|tho% ago aezm annhjtkgf rheatkmgz`k|z vkt` bmt` zx||ekhrz ago jxztmchrz

Najtmr#Ehfae

_`hrh kz okrhjt kc|ajt mg _hzjm bxzkghzz% bhjaxzh mn zh~hrae fm~hrgchgt |mekjkhz' Nmr kgztagjh% t`h

Nmmo Rhtakekgf Jmcckzzkmg NRJ+ zxffhztho ag hgnmrjhabeh Jmoh mn \rajtkjh z`mxeo bh zht x|

baggkgf cag{ mn t`h jxrrhgt |rajtkjhz% zxj` az tm ohcago |a{chgtz nrmc zx||ekhrz ago tm jàgfh

t`h |rkjhz v`kj` vhrh afrhho bhtvhhg' _`h |mvhrnxe |ea{hrz v`m arh |rhzhgt vkt` hztabekz`ho

bragoz% jrhatkgf a t`rhat mn kgthgzh |rkjh varz ago ztrmgf rhqxkrhchgtz nmr |rmoxjt oknnhrhgtkatkmg'

\mekj{ nrmc fm~t' zkoh jag ekckt hgtr{ tm t`kz zhjtmr vkt` zxj` jmgtrmez az ekjhgzh rhqxkrhchgtz ago

ekcktz mg ajjhzz tm rav cathrkaez' V`keh |rkjhz arh ehzz mg |rmcmtho fmmoz% |rkjhz hezhv`hrh kg t`h

ztmrh arh rakzho tm jmc|hgzath'


34/77


:?

JMC\H_K_MR AGAE[ZKZ

_hzjm kz t`h ehaohr kg t`h XI kg thrcz mn cariht zàrh' _`kz |atthrg kz rh|hatho mgekgh'

_`h Gkhezhg-Ghtratkgf axokhgjh |aghe nmr t`h tm| XI zx|hrcarihtz z`mvz t`h ehaohrz`k| mn _hzjm%mnnekgh cariht zàrh kz kg brajihtz nrmc _GZ v`kj` cmgktmrz t`h `mxzh`meo frmjhr{ |xrjàzkgf

àbktz mn 28%';( Zakgzbxr{ 1>'8( Cmrrkzmg 12':('

Kg rhjhgt {harz% Zakgzbxr{ kz t`h gmtabeh vkgghr kg t`h XI cariht vkt` jmgzkzthgt kgjrhchgt kg

cariht zàrh' M~hr t`h eazt {har tm Carj`% 2


35/77


:8

@mvh~hr% cadmr jmgjhrg kz t`h frmvt` kg t`h kgthrgatkmgae carihtz ago hz|hjkaee{ t`h hchrfkgf

carihtz+ zkgjh t`kz kz v`hrh nxtxrh ~aexh ekhz' Kg thrcz mn t`h XI% K bhekh~h nxtxrh frmvt` kg

hargkgfz kz ekihe{ tm jmch b{ oh~hem|chgt mn t`h nkgagjkae zhr~kjhz% gmg#nmmo ago mg#ekgh rhtakekgf

m|hratkmgz'

_`h _àk cariht v`hrh _hzjm kz t`h cariht ehaohr% keexztrathz _hzjm&z a||rmaj` tm kgthrgatkmgae

carihtz' _`h _àk m|hratkmg vaz zht x| az dmkgt ~hgtxrh vkt` ehaokgf _àk nmmo jmc|ag{% J\ Frmx|

kg 1;;0 ago àz hp|agoho tm bhjmch t`h cariht ehaohr kg _àkeago' _`h tvm ih{ jmc|htktmrz kg

`{|hrcarihtz kg _àkeago arh Jarrhnmxr ago t`h Bkf J jàkg v`kj` kz mvgho b{ Jazkgm mn Nragjh'

Rhjhgte{ t`h Jarrhnmxr _àk m|hratkmg% jmgzkztkgf mn armxgo ?2 ztmrhz àz bhhg bmxf`t b{ Jazkgm

v`kj` |xtz Bkf J kg a |mzktkmg tm jàeehgfh _hzjm&z cariht ehaohrz`k|'

Kg cagafkgf t`h _àk ztmrhz _hzjm a||ekhz ztrathfkhz ago thj`gmemfkhz oh~hem|ho kg t`h XI% zxj` az

Jexbjaro% ago t`hg aoa|t t`hc tm t`h _àk emjae jmgoktkmgz' _àk jmgzxchrz à~h ~hr{ oknnhrhgt

tazthz kg nmmo v`kj` kz mn jmxrzh rhnehjtho kg t`h |rmoxjt ragfh mnnhrkgf' Kg aooktkmg t`h |rkjhz mn

cag{ kthcz% zxj` az jemt`kgf kthcz% arh ~hr{ cxj` j`ha|hr tàg kg t`h XI% aet`mxf` mn hqxae

qxaekt{% v`kj` rhnehjtz t`h emvhr kgjmch eh~he mn t`h a~hrafh _àk jmgzxchr'


36/77


:>

ZVM_ AGAE[ZKZ

Ztrhgft`z

_hzjm àz caoh ktz ztrmgf |mzktkmg bhkgf t`kro earfhzt frmjhr{ rhtakehr kg t`h vmreo'%nmeemvkgf t`h Vae#cart ago Jarrhnmxr'

_`h jmc|ag{ àz t`h z|hjkae ztatxz kg Xgktho Ikgfomc b{ bhkgf t`h earfhzt zx|hrcarihtjàkg t`hrh'

_`h jmc|ag{ kz ok~hrzknkho az kt |rhzhgtz kg nmxrthhg jmxgtrkhz gmt mge{ jmrghrkgf GmrtÀchrkja% Azka ago Hxrm|h bxt aezm vkt` a earfh cariht zàrh mn :< |hrjhgt kg Krheago%

Caea{zka ago _àkeago'

_`h jmc|ag{ àz cariho kg t`h |rmoxjt ragfh% a fmmo frmvt` v`kj` arh rheatho tmcxzkj omvgemaoz% \htrme% jemt`kgf% bmmiz% nxrgktxrh% OÔ rhgtaez% nkgagjkae% kgthrght

zhr~kjhz% ago thehjmc zhr~kjhz'

_`hrh arh ?%011 emjaektkhz% kg thrcz mn t`hkr ztmrhz' _`h ~hr{ kc|mrtagt kz t`hkr brago gach hz|hjkaee{ kg jmttmg nakr#traokgf armxgo t`h

vmreo'

_`h rh~hgxh mn t`h jmc|ag{ kz >2'8? bkeekmg v`kj` kz kgjrhazkgf h~hr{ {har aemgf vktàooktkmg mn ghv ztmrhz kg t`h zx|hrcariht jàkg'

_`h `xcag ako mn t`h jmc|ag{ kz ~hr{ `kf` tàt kz ?62%


37/77


:6

_`h jmc|ag{ àz t`h earfhzt cariht zàrh kg t`h frmjhr{ cariht kg t`h XI' _hzjm&zkggm~atkmg zxj` az t`h jexb jaroz ago t`h ikgo mn attktxoh tmvaroz ktz vmrinmrjh àz

caoh kt ~hr{ zxjjhzznxe m~hr t`h {harz' "_`h XI&z earfhzt rhtakehr ajjmxgtho nmr :


38/77


:0

tàt t`h ohek~hr{ jàrfh tm jxztmchrz jm~hrz t`h jmztz mn rxggkgf t`h vhbzkth% zmrtkgf t`h

|rmoxjtz ago nkgaee{ okztrkbxtkgf t`hc' Mgekgh z`m||kgf kz aezm a okzao~agtafh nmr t`h

jmc|ag{% az kt kz àro tm brmvzh ago nkgo |rmoxjtz' Kt zhhcz tm bh a emgf ago bmrkgf tazi'

Kt aezm emvhrz t`h jàgjh mn m||mrtxgkztkj |xrjàzhz% z`m||kgf kg#ztmrh fk~hz _hzjm a

bhtthr jàgjh mn a jxztmchr zhhkgf ago |xrjàzkgf a |rmoxjt tàt at nkrzt t`h{ okogtkgthgo tm emmi nmr'

M||mrtxgktkhz

Mgekgh zjm|h nmr t`h |rmoxjtz tm bh zmeo mxt vkt`mxt cazzkgf t`h mxtehtz' Ghv mxtehtz |eaggho nmr oknnhrhgt jmxgtrkhz aemgf vkt` t`h ztrathfkj aeekagjh mn t`h

jmc|ag{'

Agae{kgf _hzjm&z m||mrtxgktkhz kg t`h jxrrhgt hpthrgae hg~krmgchgt emmi ~hr{|rmckzkgf az _hzjm jag hp|emrh cmrh oknnhrhgt carihtz t`h{ à~h gmt hp|emrho

nxee{ {ht' _hzjm abkekt{ tm fakg a ~hr{ ztrmgf brago kcafh àz aeemvho t`hc tm

ja|ktaekho mg t`kz az t`kz àz ehao tm t`hc à~kgf a ztrmgf |mzktkmg kg t`hkr gatk~h

jmxgtr{ ago fembaee{' Fembaee{ _hzjm àz xfh m||mrtxgktkhz mn hp|agokgf t`hkr

bxzkghzz ajjmrokgf tm t`h Kgthrgatkmgae Oata Frmx| KOF+ _hzjm kz hp|hjtho tm

frmv ago hp|ago kt bxzkghzz'

M|hratkgf kg zxj` earfh zjaeh% ago bhkgf t`h XI cariht ehaohr ago a |mthgtkae ZhjmgoFembae ehaohr z`mvz tàt _hzjm àz a ~hr{ vhee igmvg brago kcafh tàt vkee bh kg

na~mr tm _hzjm az t`kz z`mvz tàt t`h{ arh ~hr{ vhee hztabekz`ho kg t`h Xgktho Ikgfomc

ago fembaee{' \mthgtkae frmvt` m||mrtxgktkhz kgokjathz tàt t`h{ arh tr{kgf tm jrhath cmrh

avarhghzz kg Jhgtrae Hxrm|h% t`h Xgktho Ztathz ago Azka ago arh kg~hztkgf :


39/77


:;

Mt`hr zx|hrcarihtz arh t`hrh v`kj` t`mxf` arh gmt bkf bxt om jm~hr t`h cariht zàrh tmt`h eh~he bhzt hpthgt'

Mgh mn t`h bkffhzt t`rhatz _hzjm àz najho rhjhgte{ kz t`h rhjhzzkmg az t`kz ehaoz kgvmrr{kgf abmxt t`hkr cmgh{ kg |xbekj ago t`h{ arh t`hrhnmrh jarhnxe mg `mv t`h{ z|hgo

kt' _`kz jag bh hazke{ zhhg kg jazhz ekih% v`{ ztmrhz zxj` az Aeok ago Ekoe à~h rhjhk~ho

zkfgknkjagt frmvt` m~hr t`h |azt {har az fmmo acmxgt mn jxztmchrz arh tr{kgf tm za~h

cmgh{ b{ z`m||kgf at j`ha|hr zx|hrcarihtz' _`h ih{ t`rhat nmr _hzjm kz t`hkr

ghkf`bmrkgf jmc|htktmrz v`m arh aee z`mxtkgf abmxt t`h emvhzt |rkjhz ago arh tr{kgf tm

attrajt t`h jxztmchrz' A rhtake z|hjkaekzt nrmc ^hrokjt Rhzharj` àz zako tàt |rkjh kz

rh|eajkgf jmg~hgkhgjh az t`h ih{ battehfrmxgo' _`h batteh nmr zx|rhcaj{ zhhcz zxj` a

nmrhfmgh jmgjexzkmg tàt h~hg Zkr \hthr mn Zakgzbxr{z àz ohjearho tàt kt kz xgekihe{

t`h{ vkee h~hr bh gxcbhr mgh afakg'

Jkt{ hp|hrtz |rhokjt tàt t`kz kz oxh tm _hzjmz atthc|t tm rh|he Aeok ago Ekoe b{ mnnhrkgfcmrh okzjmxgt bragoz v`kj` bajinkrho tm hat kgtm t`hkr |rmnkt carfkgz'

_`h najt tàt t`kz kz _hzjmz bkffhzt t`rhat ago t`h jmc|ag{z |eaggkgf tm `krh armxgo1


40/77


?0 #8'1(

Kn vh jmc|arh oake{ |afh ~khvz |hr xzhr mn _hzjm% Vaecart ago Jarrhnmxr% |afh~khv |hr xzhr mn

_hzjm kz jehare{ `kf`hr t`ag mt`hr tvm jmc|htktmrz' Gxcbhr kz `kf`hr nmr _hzjm kz |rmbabe{ oxh tmjmc|ehpkt{ kg ga~kfatkmg mn vhbzkth' Jmgthgtz mn vhbzkth z`mxeo bh arragfho ajjmrokgf tm

~khvhrz |rhnhrhgjh'


45/77


?8

BMXGJH RA_H

Hztkcatho |hrjhgtafh mn ~kzktz tm thzjm'jmc t`at jmgzkzt mn a zkgfeh |afh~khv4

Bmxgjh ( J`agfh

2:#Car#12 :2'; )2;(

6 oa{ :


46/77


?>

_KCH MG ZK_H

Hztkcatho oake{ tkch mg zkth cc4zz+ nmr thzjm'jmc4

_kch mg Zkth J`agfh

2:#Car#12


47/77


?6

ZHARJ@ ^KZK_Z

Hztkcatho |hrjhgtafh mn ~kzktz tm thzjm'jmc tàt jach nrmc a zharj` hgfkgh4

Zharj` ( Jàgfh

2:#Car#12 12'6 #2?(

6 oa{ 1?'2 #1>(

1 cmgt` 1;'? #2?(

: cmgt` 2?'2 #11(

\hrjhgtafh mn ~kzktmrz tm thzjm'jmc nrmc zharj` hgfkgh ohjrhazho kg jmc|arkzmg vkt` |rh~kmxz {har'

Kt zkfgknkhz tàt _hzjm z`mxeo kc|ehchgt bhtthr ZHM thj`gkqxh'

V@HRH ^KZK_MRZ FM MG _HZJM'JMC

Zxb omcakg \hrjhgt mn ^kzktmrz

thzjm'jmc >8'


48/77


?0

Acmgf t`h zxb omcakgz _hjm'jmc kz cmzt |m|xear vhbzkth'

AXOKHGJH

Bazho mg kgthrght a~hrafhz% thzjm'jmc kz ~kzktho cmrh nrhqxhgte{ b{ xzhrz v`m arh fraoxath zj`mme

hoxjatho'

X\Z_RHAC ZK_HZ

V`kj` zkthz oko xzhrz ~kzkt kcchokathe{ |rhjhokgf thzjm'jmc=

( mn Xgkqxh ^kzktz X|ztrhac Zkth?( {a`mm'jmc2'?>( acamg'jm'xi2'::( hba{'jm'xi2'2?( ek~h'jmc2'22( `mtxiohaez'jmc1'82( azoa'jmc1'?6( arfmz'jm'xi

Cmzt mn t`h xzhrz jach nrmc fmmfe'jm'xi' Kt jehare{ z`mvz t`h cakg jxztmchr bazh mn _hzjm kz XI'

Mge{ 1'82( jach nrmc azoa'jmc' _m ja|txrh kgthrgatkmgae cariht |rm|hr ZHM thj`gkqxh kg fmmfeh

z`mxeo bh kc|ehchgtho'

OMVGZ_RHAC ZK_HZ

V`hrh om ~kzktmrz fm anthr eha~kgf thzjm'jmc=

( mn Xgkqxh ^kzktz Omvgztrhac Zkth

:2';0( fmmfeh'jm'xi>'6>( fmmfeh'jmc8'?>( najhbmmi'jmc

:'22( hba{'jm'xi:'


49/77


?;

Anthr ~kzktkgf _hzjm vhbzkth cmzt xzhrz vhgt baji tm fmmfeh tm nkgo zmcht`kgf hezh' _`at z`mvz t`at

t`h{ oko gmt fht rheh~agt kgnmrcatkmg nrmc _hzjm vhbzkth' Zm _hzjm z`mxeo tr{ tm |xt rheh~agt ago

zkc|eh kgnmrcatkmg v`kj` vkee bh hazkhr tm |rmjhzz kgnmrcatkmg nmr ~kzktmrz'

_M\ QXHRKHZ NRMC ZHARJ@ _RANNKJ

_`h tm| qxhrkhz ork~kgf trannkj tm thzjm'jmc nrmc zharj` hgfkghz''

Qxhr{ \hrjhgt mn Zharj` _rannkj

1 _hzjm :1'0?(

2 thzjm okrhjt >'8?(

: thzjm cmbkeh 2'68(

? thzjm jexbjaro 1'?2(

8 thzjm xi (

ZHARJ@ AO^HR_KZKGF CH_RKJZ @KF@EKF@_Z

Oata |rm~koho b{ kZ|kmgafh

Eazt Cmgt` Ztatz Hztkcatho+

\\J Bxofht /1> # /:rhj{jeh kgidht jartrkofhz 1'81 :2 18 ?8 22

txcbehr or{kgf caj`kgh : 2> ?1okgkgf tabehz 2; 1:thzjm ztmrh emjatmr vkrhehzz `hao|`mghz 2 :?farohg nxrgktxrh 2j`rkztcaz trhh


51/77


81

ZHARJ@ HGFKGH CARIH_KGF ZHC+ AJ_K^K_[ B[ _HZJM'JMC

Aoz nmr thzjm'jmc `a~h a||harho mg t`h bkffhzt zharj` hgfkghz v`hg |hm|eh |hrnmrcho t`h qxhrkhz

bhemv'

Qxhr{ ZHC Ajtktk~{

1 thzjm okrhjt @kf`

2 _hzjm @kf`

: thzjm cmbkeh @kf`

? tm{z r xz Chokxc

8 K|aoChokxc

> k|mo tmxj` Chokxc

6 Ea|tm| Chokxc

0 zaczxgf faeap{ z2 Chokxc

; Ea|tm|z Chokxc

1< Vkgh Chokxc

@KF@ KC\AJ_ ZHARJ@ QXHRKHZ NMR _HZJM'JMC

Qxhr{ Kc|ajt

1 _hzjm @kf`

2 thzjm cmbkeh Chokxc

: Okrhjt Chokxc

? thzjm okrhjt Chokxc

8 rhj{jeh kgidht jartrkofhz Emv> bhormmc nxrgktxrh Emv

6 thzjm jexbjaro Emv


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82

RHQXKRHCHG_ RH^KHV

Vkt` zxj` a `xfh rhckt jm~hrkgf h~hr{t`kgf nrmc j`hhzh tm ea|tm|z% _hzjm mnnhrz jxztmchrz vkt`

t`h gxcbhr mn m|tkmgz tm bx{ aecmzt ag{t`kgf t`h{ vagt mgekgh% {ht ztragfhe{ az mgh mn t`h cag{

v`m kgh~ktabe{ z`m| at _hzjm h~hr{ vhhi nmr frmjhrkhz t`h{~h {ht tm caih t`h dxc|'

_`hzh arh zmch mn t`h hpac|ehz4

Zm az J`rkztcaz emmcz ago t`h thc|hratxrh |excchtz% t`mxf`tz mn vaeikgf t`h ztrhhtz mn Hokgbxrf`

xgohrztagoabe{ emzhz ktz a||hae'


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8:

Nkrzt kc|ajt kz zxktabe{ zhazmgae vkt` _hzjm caikgf fmmo xzh mn t`h jarmxzhe tm z`mvjazh z|hjknkj

mnnhrz kg rheatkmg tm t`hkr azzmjkatho tabz' Aooktkmgaee{ ago |mzzkbe{ xgkqxh tm _hzjm% kz t`hkr

xgohrztagokgf mn t`h Jarmxzhe tabz ago t`hkr xzh mn t`hc az fembae ga~kfatkmg'

_`kz kz a |artkjxeare{ hehfagt agzvhr ago t`h bhzt zmextkmg nmr a zkth tàt |mkgtz tmvaroz zm cxj`

kgnmrcatkmg% |rm~kokgf jxztmchrz vkt` jehar bhfkggkgf |mkgtz v`kj` jehare{ zhfchgt t`h cakg

jathfmrkhz v`kezt rheatkgf tm z|hjkae mnnhrz okrhjte{'

Jehare{ t`h zhazmgae t`hch kz kg nxee zvkgf vkt` aecmzt h~hr{ fra|`kj okz|ea{kgf zmch nmrc mn

mrgachgtatkmg jrhatkgf ag m~hraee a||hae mn zhazmgae z|ariehz `mvh~hr% nx{% emv rhzmextkmg

kcafhz |hrchath t`h zkth ago hrmoh jmgnkohgjh kg rhazzxrkgf qxaekt{ v`kj` jmxeo à~h a earfh

kc|ajt mg t`mzh jmgjhrgho vkt` bkf tkjiht kthcz zxj` _^z mr jmc|xthrz'

Az jxrzhr `m~hrz m~hr t`h tab t`h jmgthgt kg t`h jarmxzhe jàgfhz ago x|oath qxkjie{ vkt` ag mnnhr

nmr Jexb Jaro |mkgtz hpjàgfh v`kj` kz àgo{ ago at t`kz ztafh jmc|heekgf jmgzkohrkgf t`h rhjhgt

~mxj`hrz cakeho t`rmxf` jxztmchrz ommr zxffhztkgf t`h zkckear t`kgf'


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8?

_`h ekgiz v`kj` arh attaj`ho tm haj` jathfmr{ vkt`kg _hzjm okrhjte{ aeemvz xzhrz tm qxkjie{ orkee

omvg tm t`hkr ohzkrho ohztkgatkmg' Gmt zxrh v`ht`hr tm fm nmr ag EJO% EHO% mr \eazca ~khvhr ca{

zjag omvg t`h ehnt `ago nkethr m|tkmgz nmr a Bx{kgf Fxkoh bxt kg t`h abzhgjh mn a ohnkgktk~h

`haokgf kt taihz zmch hptra tkch tm nkgo t`h ekgi `h kz emmikgf nmr'


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88

X|mg zhehjtkmg mn t`h bx{kgf fxkoh ~khvhr kz okrhjtho tm t`h a||rm|rkath zhjtkmg nrmc v`hrh kt kz

haz{ tm zhehjt t`h z|hjknkj _^z m|tkmg'

_`h _^ bx{kgf fxkoh z`mvz t`h |mzzkbeh ekgiz tm kgnmrcatkmg nxrt`hr omvg t`h |afh aeemvkgf

jxztmchrz tm qxkjie{ dxc| tm arhaz mn kgthrhzt bxt vkt`mxt ag{ okrhjt rhnhrhgjh tm EHO ago ktz

mb~kmxz mckzzkmg kg EJO~ \eazca'


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8>

Jekjikgf t`h ekgi dxc|z omvg tm t`h |artkjxear zhjtkmg bxt kt kz jehar tàt t`kz kz gmt v`hrh ~khvhr

jag nkgo t`h kgnm `h ghhoz ago zm `h bhfkgz tm rhao mt`hr zhjtkmgz qxkjie{ hpàxztkgf t`h rheatk~he{

z`mrt ekzt mn kgnmrcatkmg'

^khvhr vmxeo nkgaee{ rhaekh tàt t`h ehnt àgo ga~kfatkmg m|tkmgz tàt `h kgktkaee{ ckzzho ago `h

ca{ nkgo a ekgi tm eho bajiekf`t t~ fxkoh% v`kj` jmxeo hazke{ bh ckzzho b{ xzhrz zjaggkgf nmr kgnm

az t`h ekgi omhz gmt jmgtakg t`h hp|hjtho EHO ja|ktae ehtthr abbrh~katkmg gmrcaee{ xzho'

Jmgnkrckgf ~khvhrz kgthrhzt tmvaroz ag EHO xgkt ~khvhr nhhez jmgnkohgt tm |rmjhho ~ka t`h _^

zhjtkmg mn t`h Zmxgo . ^kzkmg orm| omvg kg t`h fembae ga~kfatkmg' Azzhzzkgf oknnhrhgt ~kabeh

m|tkmgz afakgzt zkh% brago% ago |rkjh' Ehtz azzxch `h |exc|z nmr a _mz`kba :2kgj` 1


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86

At t`kz |mkgt mn tkch bhnmrh |rmfrhzzkgf tm j`hji mxt `hz ztxnnho b{ t`h jrmzz zhee m|tkmgz abm~h tm

aoo zmch ztmjikgf nkeehrz nrmc Hgthrtakgchgt ago Bmmiz ago zm zhehjt t`h tab abm~h'

Okza||mkgtkgfe{ `h vmxeo bh okrhjtho baji tm t`h _hzjm'jmc `mch|afh ago gmt tm hkt`hr t`h

Hgthrtakgchgt mr Bmmiz ztmrh'

_`kz ca{ ehao tm nrxztratkmg kn xzhrz hp|hjtatkmgz arh gmt cht ago t`h{ arh rhqxkrho tm om cmrh

vmri v`kj` kgh~ktabe{ oh~kathz t`hc nrmc t`h jmg~hrzkmg nxgghe at vàt kz a jrxjkae |mkgt kg t`h

j`hjimxt |rmjhzz'

_`h najt tàt kn t`h ekgi omhz gmt okrhjt xzhrz tm rheatho fmmoz jmxeo ehao tm abagomgchgt v`hrhaz

t`h ekihek`mmo kz mge{ kgjrhazho b{ ag{ zxbzhqxhgt zhehjtkmgz rhzxetkgf kg t`h m|hgkgf mn ag hgtkrhe{

ghv brmvzhr vkgomv vkt`mxt vargkgf' _`kz jmxeo ehao tm zkfgknkjagt okzmrkhgtatkmg a|art nrmc t`h

gkf`tcarh |rmz|hjt mn à~kgf gxchrmxz zh|arath j`hjimxt |rmjhzzhz mg t`h fm at mgh |mkgt mn tkch'


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80

Haj` zh|arath zkth rhqxkrhz ktz mvg rhfkztratkmg% chagkgf t`h jrhatkmg% chcmrkatkmg% mr zhjxrkgf mnztmrafh mn cxetk|eh |azzvmroz v`kj` kz mnn |xttkgf nmr cmzt jmgzxchrz ago h~hg nmr t`mzh v`m arh

jmcckttho tm t`h jrhatkmg mn cxetk|eh ajjmxgtz kt chagz ag hqxae cxetk|ekjatkmg mn t`h vmri emao'

_`kz rhzxet kz nar nrmc jmg~hgkhgt ago nar rhcm~ho nrmc t`h nkrzt hp|hjtatkmgz zht b{ t`h _hzjm'jmc

`mch|afh az ag h#jmcchrjh ohztkgatkmg nmr t`h hgtkrh rhtake kthc jmgjhk~abeh' Az vh igmv tàt kt kz

|mzzkbeh tm nkgo ago |xrjàzh nrmc ag hptramrokgarke{ vkoh zhehjtkmg mn kthcz kt ca{ bh ekihe{ tàt

jxztmchrz kgthgt mg z`m||kgf nmr t`h t{|hz mn kthcz tàt z|ag t`h _hzjm mgekgh |rhzhgjh vkee nkgo kt

cmrh jmg~hgkhgt tm om zm hezhv`hrh


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8;

JMGZXCHR RHZHARJ@ CH_@MOMEMF[

CARIH_ ZXR^H[

A cariht zxr~h{ mn t`h jmgzxchrz mr rhz|mgohgtz kz omgh tm t`mrmxfè{ xgohrztago t`h kgzkf`tz mn

rhae |kjtxrh ago tm jmch x| vkt` a ghjhzzar{ mbzhr~atkmgz ago rhjmcchgoatkmgz'

_`h rhz|mgohgtz kg t`h cariht zxr~h{ vhrh hgo jmgzxchrz ago tarfhtho hz|hjkaee{ kgthrght za~~{

|hm|eh tm igmv vàt a jxztmchr emmi v`keh bx{kgf mgekgh ago t`h cmtk~atkmgae najtmrz v`kj` annhjt

t`hkr ohjkzkmg'

Ohzkfgkgf mn t`h qxhztkmggakrh vaz omgh hz|hjkaee{ nmr t`h hgo jmgzxchrz v`kj` kgjexoh bmt` M|hg

ago Jemzho hgoho qxhztkmgz'

Qxhztkmggakrh Ohzkfg4

_`kz rhzharj` kz hzzhgtkaee{ a ohzjrk|tk~h rhzharj` tàt vaz jarrkho mxt' Kt agzvhrz qxhztkmgz ekih

v`m% `mv% v`{ ago v`{ gmt htj'

Rhzharj` \eag4#

Oata Zmxrjhz4

_`h |rmjhzz mn Oata Jmeehjtkmg nmr t`kz ztxo{ vaz |rkcar{ zxr~h{ ago Zhjmgoar{ oata nrmc t`h

oknnhrhgt vhbzkthz mr zmxrjhz'

Rhzharj` A||rmaj`4

_`h a||rmaj` vaz kg t`h nmrc mn a okrhjt zxr~h{ mn t`h rhz|mgohgtz' _`kz okrhjt zxr~h{ kz aezm jaeeho

t`h |hrzmg aockgkzthrho zxr~h{ v`hrh t`h zxr~h{mr |hrzmgaee{ kgthr~khvz t`h rhz|mgohgtz ago taihz

omvg ag{ mt`hr rheh~agt kgnmrcatkmg v`kj` kz gmt a |art mn t`h qxhztkmggakrh'

Kgztrxchgtz nmr t`h Oata Jmeehjtkmg4

Nmr t`h |xr|mzh mn t`h oata jmeehjtkmg% tvm t{|hz mn qxhztkmggakrhz arh ohzkfgho k'h'% m|hg hgoho ago

jemzho hgoho' _`h nmjxz mn t`h m|hg hgoho qxhztkmgz vaz tm igmv abmxt t`h ~khv|mkgtz mn t`h

rhz|mgohgtz''


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>8

Jmc|mghgt Catrkpa

Jmc|mghgt

1 2 : ?

^ARKH_[ '>0; '1:0 ':10 '1


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>>

Rmtatho Jmc|mghgt Catrkpa

Jmc|mghgt

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>6

RHFRHZZKMG AGAE[ZKZ

Cmohe Zxccar{

Cm

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Zqxarh

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Zqxarh

Zto' Hrrmr

mn t`h Hztkcath

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nmr agae{zkz 1

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>0

Ajjmrokgf tm t`kz hqxatkmg M~hraee zatkznajtkmg mn t`h mgekgh rhtakekgf kz hp|hjtho tm jàgfh '1?:

xgkt b{ mgh xgkt jàgfh kg Kcafh najtmr v`hg t`h rhzt mn t`h ~arkabehz Jmccxgkjatkmg Ckp%

Jmg~hgkhgjh najtmr ago Rhz|mgzk~hghzz+ arh `heo jmgztagt mr mt`hrvkzh jmgtrmeeho' Kg jazh mn

Jmccxgkjatkmg Ckp t`h rhzxet z`mvz tàt kt kz kg~hrzhe{ rheatho tm t`h m~hraee zatkznajtkmg mn

jmgzxchrz' Kt ca{ bh azzxcho tàt Jmccxgkjatkmg ckp tm zmch hpthgt ca{ à~h ghfatk~h kc|ajtmg m~hraee zatkznajtkmg' Mg t`h mt`hr zkoh Jmg~hgkhgjh najtmr ago Rhz|mgzk~hghzz à~h |mzktk~h

kc|ajt mg m~hraee zatkznajtkmg bxt t`h kc|ajt kz emv' _àt chagz t`hzh tvm kgoh|hgohgt ~arkabehz

arh cmzt kc|mrtagt kg hp|eakgkgf t`h m~hraee zatkznajtkmg mn t`h Kgokag Jmgzxchrz tmvaroz mgekgh

rhtakekgf'


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>;

ZMEX_KMG AZZHZZCHG_

ÂEXH J@AKG

Ajtk~ktkhz

zkfgz xzho% ~aexh aooktkmg )^+% ~aexh oh|rhjkatkmg #^+% |mthgtkae mn ~aexh aooktkmg )\^++

Kgbmxgo emfkztkjz

Kgbmxgo emfkztkjz arh kg t`h nkrzt ztafh mn t`h ~aexh jàkg az t`h{ |mzzhzz t`h |rhekckgar{ m||mrtxgkt{

tm mbtakg t`h ~aexh' @hgjh% t`h hehchgtz mn t`kz ztafh arh jmgzkohrho tm bh x|ztrhac ajtk~ktkhz' _`h

emfkztkjae ajtk~ktkhz% kg t`kz ztafh% jmgzkztkgf t`h rhjhk|t mn fmmoz nrmc zx||ekhrz% ztmrafh mn fmmoz%

àgoekgf . tragz|mrtatkmg mn fmmoz kgthrgaee{ ago |eajkgf t`h |rmoxjtz mg t`h z`he~hz% arh t`h cakg

hehchgtz mn t`h emfkztkjz' _hzjm aeva{z tr{ tm cakgtakg t`h eh~he mn jmgzxchr m|tkmgz kg ztmrh )^+%

v`kezt kc|rm~kgf ago cakgtakgkgf t`h hnnkjkhgj{ mn okztrkbxtkmg z{zthc )^+' B{ kc|ehchgtatkmg mn

a qxaekt{ jmgtrme chazxrhz jmgjhrgkgf z|mket fmmoz ago |rmoxjtz% kt mnnhrz a zx|hrkmr jàgjh tm

cktkfath hptra jmztz xgnakre{ kgjxrrho b{ t`h jmc|ag{% `hgjh rhjtkn{kgf t`hzh jmztz bhkgf |azzho mg

tm t`h jmgzxchr )\^+'

M|hratkmgz

_`h |rmoxjtkmg |rmjhzz mn _hzjm ajtk~ktkhz arh cakge{ zhr~kjh mrkhgtatho' _`hrhnmrh% m|hratkmgz

jmxeo bh t`h zhjmgo x|ztrhac tàt hgabehz zhr~kjhz ago |rmoxjtz tm bh |rm~koho% taziz zxj` az

m|hgkgf h~hr{ oa{ kg ajjmroagjh vkt` traokgf `mxrz% cakgtakgkgf t`h z`he~hz% ago t`h ztmji )^+'

_m aj`kh~h t`h jmc|htktk~h ao~agtafh% _hzjm z`mxeo jmgzkohr hp|agokgf nxrt`hr kg thrcz mn

m|hratkgf `mxrz kg t`mzh |artz% v`hrh kt kz gmt ajtk~h mr m|hgkgf ghv Chtrm ago Hp|rhzz ztmrhz

)\^+' _`hrh kz a |rmbabkekt{ tàt t`hrh jag bh rhztrkjtkmg b{ eav mr |eaggkgf jmxgjkez% v`kj` ckf`t

annhjt jmc|htktk~h ao~agtafh #^+'

Mxtbmxgo emfkztkjz

_`h t`kro ztafh mn t`h ~aexh jàkg kz t`h mxtbmxgo emfkztkjz v`kj` ohaez vkt` ohek~hrkgf t`h |rmoxjt

tm hgo |mkgt' Kg |rhzhgt _hzjm kz aookgf ~aexh t`rmxf` ktz `mch ohek~hr{ zhr~kjh )^+' Bxt% mt`hr

tagfkbehz tàt à~h tm bh kc|rm~ho arh t`mzh mn |arikgf najkektkhz% trmeeh{ jmeehjtmrz% ztann ago

z{zthcz tm fakg jmc|htktk~h ao~agtafh% kn kc|ehchgtho cmrh hnnkjkhgte{ tàg jmc|htktmrz% t`mzh vkee

aoo ~aexh b{ za~kgf t`h tkch mn jxztmchr )^+% v`keh kgjrhazkgf t`h txrgm~hr )^+' âexh aooktkmg

jmxeo bh aj`kh~ho t`rmxf` t`h kgzhrtkmg mn a trmeeh{ oh|mzkt z{zthc% ihh|kgf t`hc zanh% jmg~hgkhgt


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Business Analysis of E-commerce and Internet Marketing of Tesco