Such a poor, poor appointment at the time and has been proved to be worse than anyone anticipated.
The first thing Moshiri needed to do when he took over is bring in someone of the ilk of David Dein, someone who has been involved in running a big football club, who is used to dealing with big transfers and putting together a strategy on and off the pitch and commanding respect. Not a scout who somehow got given way too much credit than was due for the biggest anomaly football has seen for many a year.
It seems like the club was landed on Moshiri's desk one day as a toy and he started to play with it from that point. There doesn't seem to have been much thought pre-takeover gone into what kind of club he wanted to run and how, what is it's identity, how will it be structured, what are the short/medium term objectives. The appointments seem to have been made on a whim with no due diligence or thorough shortlisting and we're spending obscene amounts of money with no obvious plan.
After Koeman went it was the perfect opportunity to draw a line and start again, albeit mid season the timing wasn't great, but it was still possible as we should have had a contingency plan in place once things started poor and went downhill from there. Now we look indistinguishable on the whole football side from any 2nd tier north west club in the early 2000's.