Amid IKEA's international success, president of the U.S. IKEA, Mike Ward, believes this is just the beginning. In addition to entering new markets, as seen in its partnership with Marriott, IKEA is also placing a strong focus on making its current line of business even better. The company is investing heavily in core products, particularly in the U.S. market, to battle the predisposition that the product line is primarily for those in their "starting-up phase." IKEA has also begun offering delivery service in some markets and plans on putting other strategies into place throughout 2013 to further highlight itself as a quality brand that not only acts responsibly, but also listens to now seeking a spot its customers.