During the drastic change in the United States economy, Google began to nose ahead of its prime competitor Yahoo. In 2007, Yahoo changed it processes, from its strategy to its mission statement. Historically Yahoo was the grandfather of search engines until 1998, when Google stepped in with simplistic focus and changed the path for technology. Although Google and Yahoo have the same audience, it can be argued that they have taken completely different directions in the last 5 years. This paper will detail the current mission, vision, social responsibility and strategic planning of both companies. It will also compare the direction of the companies and indicate the suggested need of improvement. Lastly, the paper will conduct a SWOT analysis for Yahoo! Yahoo! Yahoo!’s mission is to be the most essential global internet services company for consumers and businesses. The mission statement clearly defines the goals and objectives of the company. According to the company’s investor relations website, its vision resonates around being the premier digital media company which is focused on creating deeply personal digital experiences that keep its customers and users connected to what matters most to them, across systems and around the world (Yahoo Investor Relations, 2011). The company’s vision is customer-centered, concerned with delivering the digital experiences the customer way. This statement has been changed multiple times, since the company entered business in 1994. As technology continuously evolves, Yahoo! continues to rethink and reformulate its strategies, as well as update its objectives and strategic decisions. In recent times, the company has announced the laying off of over 2000 employees with the aim to restructure its business into 3 core components. Yahoo! recently announced a new business direction with the view to intensify its effort in its core businesses and redeploy critical resources to its most urgent priorities in line with current competition trends. The ultimate goal of this alignment was prioritize the needs of users and customers (Carlson, 2012). In this regard, Yahoo has attempted to join social media services and the company is working hard to maintain its presence in online advertising business (Deka & Lahkar, 2010). To compete favorably with Google and other competitors, however, Yahoo! not only need to focus on tightening up its products and services but also to move forward with speed and lay much focus on the customer as the centre of its empire and revenue stream (Hof, 2008). Social Responsibility is a great focus of Yahoo. In December 2010, Yahoo! started their campaign of “How Good Grows” to encourage people to do random acts of kindness and pass them on in attempts aimed at causing a ripple effect of good deeds. The campaign was truly a way to keep the company’s idea of spreading good actions, and about their first priority of keeping customers first as a way to create positive placement. Currently Yahoo! is fighting to keep afloat due to stiff competition from competitors such as Google and MSN (Hof, 2008). Historically the organization has made choices that have triggered its fall relative to other companies