포드자동차 영문

Alex Trotman, “Ford 2000” program success in 1993-1999.

22.1 billion net profit in1998, the biggest net profit throughout history

But, wrong use of assets by the following CEO, Jacques Nasser

1) Too little emphasize on R&D investment ( lost proper competitiveness )

2) Overlooked the fierce competition

3) Ignorance of external environment (increasing oil price)

4) No foundation - domestic market share

(Lost customer’s trust: hide Firestone Tire recall in 2000)

5) Weak structure (High cost structure, Low efficiency)