That happens when you don`t put yourself in your competitors shoes, Once Facebook decided to offer buying snapchat, and snapchat team refused. Absoultly Facebook team decided to put plan to kill such a company and not to let it eat much of the market. On the otherside, Snapchat should had put a strategy for the upcoming action of Facebook. Predicting Instagram Stories wasnot hard. Snapchat strategy in managing market acquisition isnot good and they are in a bad situation.