To maintain confidentiality and respect Non-Disclosure Agreements (NDAs) with our clients, specific details in this use-case, including the company’s name and other identifiable information, have been altered. Nonetheless, the strategic applications and outcomes discussed herein faithfully represent the challenges and solutions encountered by a retail sector client implementing the Foundation pillar of the FORCE methodology.

Company Overview

Name: Global Maritime Solutions (GMS)

Industry: Shipping and Logistics

Size: Large enterprise (1,500 employees)

Background: Global Maritime Solutions is a leading company in the shipping industry, known for its extensive fleet and global operations. Despite its success, GMS faced challenges in adapting to rapidly changing market demands, incorporating advanced analytics into operations, and identifying new growth opportunities in a highly competitive landscape.


GMS’s primary challenges revolved around stagnation in innovation and growth, with specific issues including:

  • Inability to quickly adapt to changing global trade patterns and customer expectations.
  • Underutilization of data in strategic decision-making, leading to missed opportunities in optimizing routes and operations.
  • Lack of new services or products, causing GMS to fall behind more agile competitors.


To address these challenges, GMS decided to implement the Expansion module of the FORCE methodology, focusing on Innovation for the Future, Proactive Trend Analysis and Forecasting, Development of New Products and Services, and Advanced Analytics and AI/ML.


  1. Proactive Trend Analysis and Forecasting: GMS initiated a project to analyze emerging trends in global trade, environmental regulations, and customer expectations using advanced predictive analytics. This helped the company anticipate changes and adapt its strategies proactively.

  2. Development of New Products and Services: Leveraging insights gained from trend analysis, GMS developed innovative services, including eco-friendly shipping options and digital tracking platforms for customers, to differentiate itself from competitors and meet the growing demand for sustainable and transparent shipping solutions.

  3. Advanced Analytics and AI/ML: GMS integrated AI and ML technologies to optimize shipping routes, reduce fuel consumption, and improve fleet management. These technologies allowed for real-time adjustments to operations, significantly enhancing efficiency and reducing environmental impact.

  4. Ethical AI and Continuous Learning: To ensure the responsible use of AI, GMS established an ethical AI framework, focusing on transparency, privacy, and fairness. The company also implemented continuous learning mechanisms to adapt AI models to new data and evolving market conditions.


The implementation of the Expansion module led to significant improvements across GMS’s operations:

  • Introduction of eco-friendly shipping options resulted in a 40% increase in customer acquisition within the niche market of environmentally conscious businesses.
  • Deployment of AI-driven route optimization reduced fuel consumption by 20%, lowering operational costs and enhancing GMS’s sustainability profile.
  • The new digital tracking platform improved customer satisfaction scores by 30% due to increased transparency and reliability.

Lessons Learned

Through the process, GMS learned the importance of:

  • Embracing data-driven decision-making to stay ahead of industry trends and customer expectations.
  • The need for continuous innovation in products and services to sustain growth and competitiveness.
  • The critical role of ethical considerations in the deployment of AI and ML technologies, ensuring trust and compliance with global standards.


Global Maritime Solutions’ successful application of the Expansion module of the FORCE methodology illustrates the power of embracing innovation, advanced analytics, and ethical AI to drive growth and adaptability in the shipping industry. By proactively analyzing trends, developing new services, and optimizing operations through AI, GMS not only strengthened its market position but also set new standards for sustainability and customer service in the sector.