A Cemig e o mercado livre de energia: estratégias de segmentação para a prestação de um serviço de maior valor agregado

Abstract

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.