Tile Risks of a Focus Strategy Focusing carries several risks. One is the chance that competitors will find ways to match the focused firm in serving the narrow target market. Second is the potential for the niche buyer's preferences and needs to shift toward the product attributes desired by the market as a whole; such erosion opens the way for rivals with broad market appeal. Third is the chance that the segment will become so attractive that it becomes inundated with competitors, causing profits to be splintered.