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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)