Outline two advantages for Accord of using job/customized production.

Explain how Accord can differentiate Enrich from the products of its competitors.

Advantages could include:

• Product: adjusting recipes to meet customer needs.
• Packaging: producing individually designed packaging for each customer.
• Marketing: could reinforce USP, which is not strong as Aran does not have it right.

Accept any other reasonable description.

Award [1] for each advantage up to a total of [2].

Award [1] for putting the advantage into context up to a total of [2].

Refer to Paper 1 markbands for May 2016 forward, available under the "Your tests" tab > supplemental materials.

Key aspects:

• The product is aimed at the specialist “gym” market rather than the mass market.
• Greater emphasis on natural, healthy ingredients.
• More intimate relationship with customers as it is small.
• Positive features of small versus multinational.

Explanation/analysis should come from discussing these in relation to the situation that Accord is in.

Marks should be allocated according to the paper 1 markbands for May 2016 forward section A.

Award maximum [3] for a theoretical answer or for only analysing one feature.

Award maximum [5] if the analysis of two features or more is mainly descriptive but in context.