Surname 5
old customers from defecting to the other competitors. Unfortunately, the strategy did not
succeed because the company had lost a huge amount of money in the 2001 second quarters.
Also, production inefficiency contributed to the downfall of the Ford Auto Company. For
example, the production cost per value of the company’s car had risen to $1000 during a period
when the automobile market is competitive that they could not afford to hoist the prices to
combat the risen costs. The issue led to fall in the profits in both of the Ford’s overseas
productions in Europe, Latin America, and its operations that were being carried out in the
United States. Nasser took over Lord Trotman in 1998 with the reason to revive the company by
reducing the revenues and repairing any damages caused by the failure of the gross.
Nasser adopted various drastic strategies to cut-down the costs and decreased excess
capacities such as the controversial shutting off the Dagenham Plant (Blitterswijk & Karadzhov
19). Therefore, management of the Ford Auto Company led by Nasser decided to undergo the
plan of restructuring, downsizing, and cost-cutting its overall operations, which in turn led to
5000 white workers laid-off from working. The laying-off of the white-collar workers led to
reduced employee morale since jobs within the company were no longer secured as evident by
different issues that were affecting the company. Nasser hired outside workers so as to realize if
the there will change within the company (Ford Motor Company 4). Besides, investor’s morale
was affected when CEO Mr. Jacques Nasser claimed that the auto company had to cut-down
dividends by 50%. In addition, the morale of investors was reduced when the CEO asserted that
there were no executive bonuses, and these announcements from the CEO dampen the employee
of the employees at the management level. The absence of executive bonuses in 2001 was
because the company was facing a key cash flow issue. The cash flow issue arose because of
poor management decisions that were being made by the CEO. Nasser.