The main reason why Snap-on Tools was thoughtful about dealing with emerging markets was because some people believed that the company was not committed to success. They believed that it was not pumping enough capital into their marketing strategies, which affected awareness of the brand. It would be difficult to generate sales. There was a certain misconception that without the appropriate marketing strategy, the firm’s brand would most likely fail. This was due to the increased competition that came from economic recession pricing pressures from its competitors. Snap-on Tools had to keep its customers satisfied and happy with their products and services provided. Europe was hit hard in 2009 after the double dip of the Euro shrinking for more than a year. All these uncertainties slowed down Snap-on from jumping into emerging markets.