The major players in the industry value chain are suppliers, manufacturers, transporters, distributors, retailers and customers. The goals are to reduce costs associated with manufacturers and their products, raise capital and offer new opportunities to major players. Everything is connected, so when manufacturers are able to communicate directly with consumers, they save costs by cutting distributors and retailers out of the chain. Distributors need to have an effective and efficient system to reduce costs and retailers need to focus on maintaining a great relationship with their customers. Everyone is working to increase their customer volume, because the customer is looking for quality, lower prices and cheaper shipping