Happy Pets Inc. has had a virtual monopoly for antidepressant drugs for animals for many years (similar to Eli Lilly's product Prozac for humans). With a patent on this drug, it has had very little competition and this drug has been a major source of company revenue and profit. However, the patent will soon expire and other drug-manufacturing firms seem to be preparing to enter the market in competition with Happy Pets. What other recommendations would you offer this firm?