Harvard Case - Justin Trudeau Wins 2015 Canada Election: Creating a Blue Ocean in Politics
"Justin Trudeau Wins 2015 Canada Election: Creating a Blue Ocean in Politics" Harvard business case study is written by Fares Boulos. It deals with the challenges in the field of General Management. The case study is 11 page(s) long and it was first published on : Dec 16, 2015
At Fern Fort University, we recommend that political campaigns adopt a 'Blue Ocean' strategy by focusing on innovation, authenticity, and engagement. This approach, exemplified by Justin Trudeau's successful 2015 campaign, prioritizes creating new market space rather than competing in existing markets. This involves strategic planning, organizational structure, leadership styles, decision-making processes, and corporate governance that prioritize innovation management, stakeholder engagement, and brand management.
2. Background
The case study explores Justin Trudeau's successful 2015 Canadian election campaign, which saw him lead the Liberal Party to a majority government after nine years of Conservative rule. Trudeau's campaign was notable for its strategic use of social media, focus on youth engagement, and positive messaging centered around themes of hope, change, and inclusivity.
The main protagonists of the case study are:
- Justin Trudeau: The leader of the Liberal Party and the newly elected Prime Minister of Canada.
- Stephen Harper: The incumbent Prime Minister and leader of the Conservative Party.
- The Canadian electorate: The diverse group of voters who ultimately decided the outcome of the election.
3. Analysis of the Case Study
Trudeau's campaign successfully created a 'Blue Ocean' by:
- Shifting the conversation: Instead of focusing on traditional political issues, Trudeau's campaign centered around positive messaging and values-based leadership. This resonated with voters who were tired of the negativity and cynicism that had become prevalent in Canadian politics.
- Leveraging social media: The campaign effectively used social media platforms to connect with voters, particularly young Canadians who are increasingly reliant on online channels for information and communication.
- Building a strong brand: Trudeau's campaign carefully crafted a brand identity that emphasized his youthful energy, charisma, and commitment to progressive values. This resonated with a broad swathe of the electorate, particularly those who felt alienated by the Conservative Party's more traditional approach.
- Embracing diversity and inclusion: The campaign actively promoted diversity and inclusion, reflecting the changing demographics of Canada and appealing to a broader range of voters.
Strategic Frameworks:
- Porter's Five Forces: Trudeau's campaign effectively leveraged the power of the buyer (voters) by understanding their desires for change and offering a compelling alternative to the status quo.
- SWOT Analysis: The campaign identified the strengths of Trudeau's charisma and the weaknesses of the Conservative Party's unpopular policies. It then capitalized on the opportunities presented by a growing desire for change and the threats posed by the Conservative Party's entrenched power.
- Blue Ocean Strategy: Trudeau's campaign successfully created a new market space by focusing on values, authenticity, and engagement, rather than competing directly with the Conservative Party on traditional political issues.
4. Recommendations
Political campaigns can learn from Trudeau's success by implementing the following recommendations:
- Embrace innovation: Invest in technology and analytics to understand voter preferences and tailor messaging accordingly. Utilize social media platforms effectively to engage with voters and build a strong online presence.
- Focus on authenticity and values: Craft a clear and compelling brand identity that resonates with voters and reflects the values of the campaign. Emphasize leadership qualities and personal stories to connect with voters on an emotional level.
- Prioritize engagement and inclusivity: Create a culture of engagement by actively listening to voters, responding to their concerns, and promoting diversity and inclusion.
- Develop a long-term strategy: Adopt a strategic planning approach that extends beyond a single election cycle. This involves building a strong organizational structure and leadership team that can effectively implement the campaign's vision.
5. Basis of Recommendations
These recommendations are grounded in the following considerations:
- Core competencies and consistency with mission: The recommendations align with the core values of democratic governance, such as transparency, accountability, and responsiveness to the needs of the people.
- External customers and internal clients: The recommendations prioritize engaging with voters and building a strong internal team that shares the campaign's vision.
- Competitors: The recommendations emphasize differentiating the campaign from its competitors by focusing on innovation, authenticity, and engagement.
- Attractiveness: The recommendations are based on the understanding that effective communication, voter engagement, and a strong brand identity are crucial for electoral success.
6. Conclusion
Justin Trudeau's successful 2015 campaign demonstrates the power of innovation, authenticity, and engagement in modern political campaigns. By adopting a 'Blue Ocean' strategy, political campaigns can create new market space, connect with voters on a deeper level, and achieve electoral success.
7. Discussion
Other Alternatives:
- Traditional campaigning: This approach relies on traditional media outlets, door-to-door canvassing, and rallies. While effective in the past, it may not be as effective in today's digital age.
- Negative campaigning: This approach focuses on attacking the opponent's weaknesses and highlighting their flaws. While it can be effective in some cases, it can also alienate voters and damage the campaign's reputation.
Risks and Key Assumptions:
- Risk: The effectiveness of social media campaigns can be influenced by factors such as algorithm changes and the emergence of new platforms.
- Assumption: Voters are receptive to positive messaging and values-based leadership. This assumption may not hold true in all cases.
Options Grid:
| Option | Advantages | Disadvantages | Risks | Assumptions |
|---|---|---|---|---|
| Blue Ocean Strategy | Innovation, authenticity, engagement | Requires significant resources | Algorithm changes, voter skepticism | Voters are receptive to positive messaging |
| Traditional Campaigning | Proven track record | Can be costly and time-consuming | Declining effectiveness | Voters are still engaged with traditional media |
| Negative Campaigning | Can be effective in some cases | Alienates voters, damages reputation | Backlash from voters, ethical concerns | Voters are receptive to negative messaging |
8. Next Steps
- Develop a comprehensive strategic plan: This should include a detailed analysis of the target audience, a clear brand identity, and a comprehensive communication strategy.
- Invest in technology and analytics: Utilize data-driven insights to inform campaign decisions and tailor messaging to different voter segments.
- Build a strong team: Recruit and retain talented individuals who are passionate about the campaign's vision and possess the skills necessary to execute the plan.
- Continuously monitor and adapt: Regularly assess the effectiveness of the campaign and make adjustments as needed.
By implementing these recommendations, political campaigns can learn from Justin Trudeau's success and create a 'Blue Ocean' in the political landscape, leading to greater voter engagement, a more positive political discourse, and ultimately, a more representative and responsive government.
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Case Description
The case describes how Justin Trudeau came from a seemingly hopeless third place (in the party rankings) to win a stunning majority and become Canada's 23rd prime minister. Trudeau's win is analysed through a Blue Ocean lens, showing how his campaign broke with the traditional rules of engagement by reaching out to non-voters, and increasing willingness-to-vote while lowering the cost-of-voter acquisition. Video and Lecture Slides can be obtained from https://www.blueoceanstrategy.com/teaching-materials/blue-ocean-politics/
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