Here the employer may want to determine how much care you have really taken to find out about the company and not only in terms of products and size but also perhaps the culture, work ethic and attitude too for example social responsibility locally and perhaps nationally.
Try to find something in your key achievements that matches the company's vision or strategy. The answer may be a chance to demonstrate your empathy with particular organisational aims and policies that may enhance the company reputation and relationship in the area. This could involve cultural, social and environmental policies that demonstrate the company's responsible attitude to the locality.
