COMMODITISATION
A commodity is something that customers (consumers or businesses) perceive to be of uniform quality and value. If they also have plenty of alternatives then they have decisions to make. If customers don't see much difference in value between your offering and the competitions, then price is the only way to make a choice. Its impact in all industries is to drive down pricing, profitability and hence to slow growth and to weaken relationships between customers and suppliers. The information age has made it easy for customers to make comparisons and opt for the cheapest price if they can't see much differentiation