A supply chain is a network of firms/individuals that take part in the production, transportation, supply, warehousing and sale of products or services. Supply chains is crucial in making sure that organizations are able to meet their sales and profits targets. This paper shall evaluate two crucial parties to the supply chain: the manufacturers and the consumers. The two need each other so as to effectively complete the supply chain. A challenge arises when it comes to the need of intermediaries like wholesalers, retailers and suppliers. Does their presence within the supply chain network conflict with the aims of the manufacturers & customers?