As a result of the development process every technical system has a specif-ic product architecture. This architecture is based on the intended purpose of the product as well as technical-functional. product strategic and live cycle requirements and impacts essential properties like mass. assembly or changea-bility of single components. In order to elaborate and adapt the product struc-ture there are numerous strategies. methods and design principles that are using the concept of the product architecture. Here the product architecture is understood as the coupling of the functional and physical description of the product. To clarify the relevance of a goal-oriented design of the product archi-tecture in this contribution we align and systemize goals. strategies. methods and design principles.