This thesis presents a model for aligning business strategy and product positioning. The goal is to systematically connect strategic objectives with market-oriented product decisions. Based on theoretical concepts, a practical model is developed and validated through expert workshops at a technologica ldriven company. The model is applied to a selected product line to demonstrate its usability. Insights from the application inform actionable recommendations for practice. The results show that strategic alignment is achievable when appropriate methods and templates are used. The thesis concludes with a practical guide to support implementation in real-world settings.