Introduction

"ORIENTED Cruises" seems like a great name for a cruise liner with destinations to China, Korea, Japan, Singapore, Thailand, Malaysia, and more.

After all, the word "oriented" means to be positioned towards a specific direction and also connotes the Asia Pacific region, i.e. the Orient.

The tagline "Get oriented to the Orient!" is an especially clever play on words, given the many different meanings of the word "oriented".

But how does it affect the bottom line?

And how would it set the cruise company apart from its competition?

The Ultimate Competitive Advantage