Monografia (especialização)
A Cemig e o mercado livre de energia: estratégias de segmentação para a prestação de um serviço de maior valor agregado
Fecha
2021-09-10Autor
Laryssa Dayse Vilar e Silva
Institución
Resumen
The Brazilian free market of electricity is booming due to the increasing flexibility
of consumer adhesion requirements in this market. Consequently, new suppliers, aware of the
potential of this market, have also entered, making it increasingly competitive. Given this
scenario, it is important that Cemig - Companhia Energética de Minas Gerais, which has
been operating in the free market of electricity since 2005, devises new service strategies that
aim to maintain its competitive advantage and differentiate it from its competitors. Based on
this, this work proposes a multi-criteria market segmentation strategy, which enables the
provision of a more personalised service, from grouping the consumers by not one, but some
of its intrinsic characteristics. The objective is that, in this way, it is possible to define lines of
action that are more in line with the needs of each group of consumers, broadening, in
general, customer satisfaction and Cemig's positioning in this market.