It wasn't so much the process as Republicnas didn't take him seriously and didn't attack him as much as they should have
I think after the San Bernardino attack happened he was a lock for the nomination. Of course though this happened 4 months after he announced.
I don't think attacking Trump would have helped much. If anything, I think the reason Cruz was Trump's toughest opponent was because he AVOIDED attacking Trump for so long. When Rubio went on the attack it was sad.
You're probably right about the first part. In regards to attacks, I think attacking trump for having such vague plans woulda helped. I still remember the debate where Dana bash asked him about health care and he gave such a crappy answer but no one said anything except for Bash.