A focuser's specialized skills in serving the target market niche provide a basis for defending against the five competitive forces. Multi segment rivals do not have the same competitive capability to serve the target clientele. The focused firm's competence in serving the market niche raises entry barriers, thus making it harder for companies outside the niche to enter. A focuser 's unique capabilities in serving the niche also present a hurdle that makers of substitute products must overcome. The bargaining leverage of powerful customers is blunted somewhat by their own unwillingness to shift their business to rival firms less capable of serving their needs