1. Question 2 Read the case study below and answer all the questions that follow: How lan Fuhr built Sorbet-The Beautiful Business Empire Here's how lan Fuhr entered the beauty Industry for the first time in his 50s and has created a recession-proof brand that everyone loves to love. This is the story of Sorbet. Sorbet receives 40 franchise applications per week. Demand is so high that new locations are the biggest challenge for the ten-year-old business It's hard to imagine that just a few short years ago, lan Fuhr and his business partner, Rud Rudolph were unable to sell a Fuhr, referring to the first four years of the business. when several attempts at franchising failed "It forced us to continue to open company stores while we built that most elusive of traits Credibility. Both Fuhr and Rudolph were seasoned businessmen, and Fuhr had several successful businesses under his belt, most recently. He certainly wasn't new to entrepreneurship. He was new to the beauty Industry though, and to franchising in particular "In hindsight, our slow start was the best thing that could have happened to us. It gave us time to build the credibility we needed to make the franchise model work, and to get the franchise portion of the business right. "From the beginning we knew we wanted to franchise," says Fuhr. "People, personal wellness and hygiene are all things that require a personal touch to get right, one we knew an owner would do better than a manager, simply because they had more invested in the brand and the business." "We needed to build a brand that customers loved and create a real sense of brand loyalty " In everything he's ever done or pursued, Fuhr's core focus has always been on people. With h Sorbet, this became more important than ever before. "The culture of our organisation has always been a focus on people and service rather than money. Once you get that right, the money comes. It seems so obvious, and yet often the focus on results persists and people get lost in the wash. The most important group of people in Sorbet are our staff. Without them, we can't be successful. Our core value is 'servant leadership', which basically means always putting our customers first. But to do that, we need to put our put our staff first