Sales and Operations Planning (S&OP) plays a key role in coordinating the different functions involved in supply chain management, helping companies align market demand with operational capabilities within a structured planning process. This thesis analyzes the S&OP process at Lavazza with a specific focus on the Central Planning function, which acts as a central point of collaboration across the entire process, in particular between demand assumptions, production feasibility, logistics constraints and service targets. After introducing the main theoretical concepts of production planning and the evolution toward integrated S&OP structures, the study explores the characteristics of the coffee industry, highlighting the constraints that influence planning decisions.