All these () forces in one way or the other, affect the pharmaceutical company and its consumers, either favorable or otherwise. We cannot therefore afford to be complacent or mediocre in our expectations, attitudes and overall performance, particularly on our present drug products, services and markets, in a highly volatile environment constantly bombarded with ()() problems from within and without, and it is this regard, that we in the drug industry go to the trouble of transforming all these seemingly endless obstacles into opportunities, or at least minimizing the threats, or turning possible weaknesses into strengths or optimizing available resources to continually search for new ideas or ways of doing the right things right, the first time, anytime and all the time, offering better value or maximum satisfaction to target markets.