This immersive VR experience takes learners on a journey to Fontainebleau, France, home to one of the country’s most significant heritage sites—the Château de Fontainebleau. A place where history, art, and architecture converge. The château offers visitors a rich and intimate experience of French heritage.

Yet, beneath its grandeur lie critical strategic challenges. The château’s management would like to rethink their business model, redefine their target audience, and reimagine services in an evolving tourism landscape.

This learning journey applies the Blue Ocean Strategy - Value Innovation perspective to answer the following question:

Who are the non-customers of the organization, and how can management develop a strategy to attract them?

Learners adopt the role of strategic agents tasked with developing an innovative strategy to attract new customers and ensure long-term relevance and growth.