A focuser's specialized skills in serving the target market niche provide a
basis for defending against the five competitive forces. Multisegment 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.