Problems and Problem Identification The Ford and Firestone companies have enjoyed a long and productive business relationship spanning years. This relationship was beneficial to both companies, as Ford became the largest customer of Firestone tires in the United States. However, in 2000, reports indicating that Firestone tires used in Ford Explorer SUVs were defective caused serious fallout between the two companies. A noteworthy fact is that tire tread separation was present in Ford Explorer SUVs. From the growing number of reported accidents involving Firestone and Ford Explorer tires, it was clear that this was a big problem. Ford and Firestone knew in advance about the problems associated with the tires, but had done their best to hide all the details from the public and had done little to nothing to fix the problem. The tread problem found in Ford Explorers has been identified as a cause of death in several accidents. As the two companies involved in this case, Ford and Firestone knew that this was the primary issue presented in this case. The deaths of Jessica LeAnn Taylor (14) and Mark Anthony Rodriguez (10) are just two of the numerous cases reported in the media. As suppliers of the tires and vehicles involved in the accidents, Ford and Firestone were directly involved in these deaths. However, the companies turned to the media and continued to blame each other for the problems. Another key issue here is how the two companies handled the issue. While Ford went out in public and blamed Firestone, Firestone chose to remain silent and wait for the problem to resolve itself. However, this never happened and the company paid dearly for its reputation. The role of the National Highway Traffic Safety Administrator... middle of paper... market. The company should conduct an intensive campaign to make its customers aware of the security measures taken to safeguard them. This will help redeem the company's reputation. Likewise, a professional public relations manager is needed to manage the company's public image. Furthermore, the company is recommended to conduct a general review of its quality testing measures to ensure that no defective products are released to the market. Standardization tests are important as they ensure that only the highest quality tires reach customers. Specifically, all tires should be tested for signs of tread separation to reduce the chances of this happening again. Efforts to reach its customers affected by this crisis should be intensified to ensure that the company does not lose control of customers as powerful stakeholders.