Trading of shares in a stock exchange takes place through Registered Stockbrokers, Transfer Agent etc. Buyer gets in touch with a Broker, and gives him all the details of shares he wants to buy. Stock prices are decided by market, the companies performance, the company cannot manipulate the price movement of the stock. A Trade Plan is to define which stocks needs to bought/sold, which instrument to be used, what is the margin( to understand the risk) and when to exit. Positional traders will hold shares for a longer duration compared to intraday traders
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The Exchanges are risk free and the risk management is done by the Sebi. As the registered brokers have to pay a caution deposit. which is used as a reserve for such kind of incidents