This led one Company F executive to describe the industry as a "commodity business"-there is no difference between the competitors in the market with respect to promotional programs, or product quality or features, so the only basis on which to compete is price. However, since the major competitors had identical types of manufacturing plants, identical suppliers, and identical supply chains (the same supplier delivery systems to the plants, and the same WDs to distribute the products to the same auto mechanics), their cost structures were very similar and any reduction in price was immediately matched by the competition.