Abstract
This study first explores several promotion tools and provides some literature review for them. It then reviews the coffee market in Taiwan which is originally labeled as tea-drinking market. The structure of coffee market in Taiwan is analyzed and discussed, and this study picks one of the most successful coffee franchise, Starbucks, to conduct a case study. The history and business model of Starbucks is briefly reviewed. This study also points out the challenge faced by Starbucks in Taiwan as the joining of local brands which are quite successful in the recent years. Lastly, this study introduces and provides some results in the literature for tools of sales promotion and discusses the usage by Starbucks in Taiwan.