A conventional distribution channel (also called traditional) consists of one or more independent manufacturers, wholesalers, and retailers. In this structure, each of the participants is a separate business that seeks to maximize its own profits, often at the expense of the efficiency of the system as a whole.
The lack of central control or formal agreements leads to a high likelihood of channel conflict and inefficient allocation of roles. This model is less coordinated than vertical marketing systems and can lead to high overall costs and duplication of distribution efforts.
