Identifying problems and problems. The Ford and Firestone companies had a long and productive business relationship that lasted for years. This relationship had been beneficial for both companies, with Ford becoming the largest customer of Firestone tires in the United States. However, in 2000, reports that Firestone tires used in Ford Explorer SUVs were defective led to a major fallout between the two companies. A notable fact is that there was tire tread separation in Ford Explorer SUVs. Through the growing number of reported accidents involving Firestone tires and Ford Explorers, it was clear that there was a big problem. Ford and Firestone knew of the problems associated with the tires, but did their best to hide all details from the public and did little or nothing to resolve the problem. The tire tread problem seen in Ford Explorers has been identified as a cause. deaths in several accidents. As two companies involved in this case, Ford and Firestone knew that this was the major issue presented in this case. The deaths of Jessica LeAnn Taylor (14) and Mark Anthony Rodriguez (10) are just two of many cases reported in the media. As suppliers of the tires and vehicles involved in the crashes, Ford and Firestone were directly involved in these deaths. However, the companies took to the media and continued to blame each other for the problems. Another key issue in this case is how the two companies handled the problem. While Ford spoke out publicly and accused Firestone, Firestone chose to remain silent and wait for the problem to go away. However, this never happened and the company paid dearly for its reputation. The role of the National Highway Traffic Safety Administration...... middle of paper ...... market. The company should carry out an intensive campaign to make its customers aware of the security measures it has taken to protect them. This will help restore the company's image. Likewise, a professional public relations manager is necessary to manage the public image of the company. Additionally, it is recommended that the company conducts an overall review of its quality testing measures to ensure that no defective products reach the market. Standardization testing is important because it will ensure that only the highest quality tires reach customers. Specifically, all tires should be tested for any signs of tread separation to reduce the chances of this happening again. Efforts to reach its customers affected by this crisis must be intensified to ensure that the company does not lose control of customers as powerful players..