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The objective of this bachelor thesis is the application of the principles and procedures of technical analysis and the creation of own business strategy in a selected financial market. It explains the selection of a suitable platform for performing the analysis. It shows individual basic as well as advanced tools for a technical analysis. It introduces the specifications of individual selected tools and shows the principles on which they work. This thesis is mainly focused on the building of a business strategy based on a technical analysis of the selected financial market.The developed strategy involves the use of the mathematical tool Fibonacci retracement for the analysis of price levels. Other indicators are used together with this tool - exponential and simple moving averages and Parabolic SAR. Trading rules are established that include money and risk and reward management. The technical analysis is performed on the DAX and S&P500 stock market indices. Daily, four-hour and hourly timeframes are examined for individual indices. The results of the technical analysis are compared with market performance, which means the market earnings for the entire analyzed period.

This article describes facts resulting from partial survey. The purpose was to find out indicators of market performance used in companies dealing with sales. Most common indicator of efficiency in companies dealing with sales was volume of takings from sales and relative quality of products in comparison with competition from the customer‘s point of view. Next most utilized indicator was general knowledge of firm, brand or product, sa- tisfaction or dissatisfaction of costumers. As the least used indicator, firms referred to portion of key-customers on expenses and loyalty of customers. Indicating the profitability of markets and customers is for the large majority of firms in this field of business necessary (positive answer gave approximately 90% of questioned firms). Firms in this field of enterprise consider using the information about profitability of customers to be important and most of all utilizable. They all agree that utilizing those is mainly required for creating plans, strategies and for targeting specific markets. Term profitability of market means for firms sales and volume of takings. In the given field of business five out of ten questioned firms monitor profitability of target markets. One firm stated that they are monitoring only profitability of individual customers but not whole markets. Firms in the given field of business do not estimate or anticipate future costs on markets. Because of that, they were unable to answer questions regarding utilizing of used methods for anticipating of future takings. Only three firms out of six stated that current information system helps them significantly with determining profitability of markets. Rest of the firms do not have information system or do not use them for determining profitability of markets. Firms have not heard about marketing profitability expressed by clean marketing contribution (CMC) in meaning of indicator of profitability. One firm holds an opinion that every businessman is monitoring this contribution without even knowing it is CMC. And another questioned firm thinks that it would be possible to monitor this in the given field of business - if it were not for the concerned being too busy.