Focusing starts by choosing a market niche where buyers have distinctive
preferences or requirements. The niche can be defined by geographic uniqueness,
by specialized requirements in using the product, or by special product
attributes that appeal only to niche members. A focuser 's basis for competitive
advantage is either lower costs than competitors in serving the market niche or an
ability to offer niche members something different from other competitors. A focus
strategy based on low cost depends on there being a buyer segment whose
needs are less costly to satisfy compared to the rest of the market. A focus strategy
based on differentiation depends on there being a buyer segment that
demands unique product attributes.