Midco Pharmaceuticals is a leading manufacturer of store brand over-the-counter drugs and vitamins sold under retailers' names. It has a portfolio of 350 products and introduces around 46 new products yearly. The new product development process takes too long, averaging 380 days. Key issues include category managers not always attending meetings, lack of communication between departments, and stability testing taking 70 days. Changes are needed like appointing a leader for NPD, making attendance mandatory, optimizing communication, and reducing stability testing time to improve Midco's financial performance by saving $15,000 daily from reduced delays.