A friend has approached you with a business idea. She asks for your assistance with figuring out who might be willing to shop at the new business. The Bark and Brew is a coffee/tea shop similar to a Starbucks; however, there is a twist: dogs are welcome. The plan is to carry products that will cater to dogs as well as humans, including drinks and snacks. The intent is not compete with pet stores but to compete with coffee shops. Based on this business idea, consider how you would use marketing research and competitive analysis to assist your friend in determining its viability.

In the determination of opening the Bark and Brew Caf, you decide to competitor a analysis. Would you use a product form or a product category competition analysis? Why? What would be the source of your information?