These competitive forces within the industry create a highly competitive environment, requiring all participating companies to continually innovate and develop new products. For a company to succeed in the industry, it needs to have a strong position among other competitors. Comparing Ford's position with that of its competitors, the company has a strong position in the industry being among the top three, but the company falls short of its main rival GM. Since Ford did not accept the government takeover, the company's major setback is the debt it got from the recession in 2008. From 2008 to 2010, the company's financial health suffered making it difficult for the company compete with GM. Over the past five years, the company's gross profit margin has increased, which means stability in the business environment and recovery of the company's financial situation.