Global economic instability generates new types of the competition. One of such new types is optimization of the organization. Complexity and speed of changes of external environment of functioning of the company at the present stage of development of world economy causes necessity to give considerably bigger attention to optimization of the organization. In this regard, there is a need of application of the innovative integrated approach allowing performing optimization in interrelation with strategic objectives, to consider interests of all parties involved, and to provide formation of internal business processes according to the customer-oriented approach. It is offered to realize this approach by means of BSC-SWOT matrix.