Organizations have to pay attention on increasing customer expectations in a competitive environment. While product variety is increasing, in parallel product life cycles are decreasing. Customers also expect custom features on products. To handle with all these compelling challenges; organizations try to guarantee that every action taken on operational and tactical levels are just for strategic goals. Influence on total product cost at early design phase is another way of coping. Strategic planning and integrated product and process design and development issues are considered together in this paper. A road map is developed which begins from generation of strategic goals and ends with selection of alternative concept design phase. Finally first part of this road map is implemented for a retail organization.