Planejamento estratégico das empresas de energia elétrica no brasil: os impactos da expansão do mercado de livre comercialização

Abstract

Electric energy is a key source for the economic growth, industrialization and urbanization of a country. Brazil is going through a moment of transition in the regulatory framework of the electricity sector, according to Law Project number 414 of 2021, which, among other points, provides for the expansion of access to the market for free commercialization of electricity for all Brazilian consumers. A publication by the Electric Energy Commercialization Chamber (CCEE) pointed to a 4.1% growth in electricity consumption in 2021 and a 13.6% advance in free commercialization compared to the previous year. The energy transition, towards sustainable development, is also a reality and it is inevitable that with the increase in competitiveness, technological and legal changes, electric energy companies already established in the market will rethink their business strategies. The objective of this research is to study the strategic response adopted by electric energy companies in Brazil against the growth of the free trade market that occurred in the period from 2015 to October 2021 through a comparison between the Eletrobras and CPFL Energia groups. The theoretical framework of this dissertation is divided into three central themes: planning and strategy, specificities of the energy sector and management of electric energy companies in Brazil. For this, the method of scientific observation of bibliographic research and documental analysis of secondary data was used, which brought data that allowed the mapping of the market, study of companies and the strategic response adopted.