At the end of Australian GP, one very clear subject that Ferrari was harping on was the tyres. Given that Bridgestone had in its season preview clearly demarcated soft, hard, medium, and super soft, compounds accordingly, they had also made it known that it will be with two different types of tyres one with getting faster lap times and other getting long range.
They also brought to fact that the aerodynamics and down-force capabilities along with tyres will clearly change the equation.
Ferrari in its review after Melbourne had felt that the tyre choices could make a lot of difference and more importantly it was getting to basics first. Getting into the top ten mattered the most during qualifying. They seemed to be getting on when Kimi posted some blistering laps. Looked like Ferrari was getting back to old ways.
But the qualifying was a grave error which cost them a lot, before they could rectify the error it was too late as Massa was knocked out in Q1. But Kimi could get back and garner some respect in the top ten.
The idea to save tyres had backfired. It was very surprising, after much afterthought that they could make such a strategic error, which cost them the qualifying.
Again during the race, everybody were in for a surprise though they had expected rain but not thunder storms making it the craziest of the race, as Jenson Button put it.
Ferrari was caught on the wrong foot as many other teams. But it was Ferrari, which chose Kimi on extreme wets thinking that it was gonna pour not rain. It was the same with Massa when on intermediates, he could not match the pace and it started to rain heavily and he had to make another pit stop, thus losing time.
Though there were talks of Schumacher making the choices, the whole saga was Ferrari's own making. The reason being that they were very clear about the tyre issue during the start of the race, but somehow couldn't make pretty clear decisions. I think the Chinese GP would serve to see Ferrari bounce back hopefully.
So where is the problem, is there some lack of communication internally. It seems there's some communication issue, it would be hard for Ferrari to work without sorting that out.
Source: Ferrari Press Release, Bridgestone Motorsports Press Release