How do commodities affect investors?
Commodities are distinct from stocks in one critical way: there is no competitive advantage a commodity can occupy, since they aren't products or businesses controlled by a single entity. Successful investing in commodities like crude oil comes down largely to market timing or forecasting price spikes driven by events like geopolitical crises or major weather disruptions.
If you invest in stocks, you may be better off favoring companies that avoid commoditization. Most successful branded businesses use marketing and product differentiation to convince consumers their products are unique, which protects their margins regardless of commodity price swings.
Coca-Cola (KO +0.34%) is a good example. It competes with many other beverages, but a large part of its success comes from distinguishing itself through brand, packaging, flavor, and a global distribution network. Apple faces competition in smartphones and laptops but generates strong profits by differentiating through its brand, operating system, chip design, and ecosystem. Neither company's fate is tied to the price of a raw material.
Commodity companies like oil producers, by contrast, don't control the prices they receive. That makes them subject to the uncertainties of the commodity market and recurring boom-and-bust cycles.