Abstract:
The study conducted at Dangote Cement factory of Adea Berga District regarding Factors
Affecting Manufacturing business and it’s Marketing Sustainability. The purpose of the study
is to investigate the factors affecting Manufacturing business and sustainable marketing. The
study employed descriptive and explanatory research designs and quantitative and
qualitative research approach. The primary data of the study is collected through
questionnaires from the respondents including Team of Production officers, Team of
Marketing and promotion officers, Team of Public relation officers, Team of Finance and
Budgetary officers, Team of Research and Development officers and Ordinary Employee.
Totally, about 217 questionnaires distributed and only 199 properly filled and returned.
Multiple linear regression econometrics model of the study employed to shows the effects and
relationship between dependent and independent variables included in the study. The study
found that sustainable marketing of Dangote Cement factory driven by market competition,
technological advancement and customer awareness while hindered by weak corporate
social responsibility involvement and regulatory challenges. Factory moderately promotes
environmental efforts and sources materials locally though gaps exist in communication and
implementation. The study recommended that Dangote cement factory improve sustainability
communication, engage communities in corporate social responsibility strengthen workforce
training and adopt proactive regulatory strategies. Establishing a dedicated sustainability
team is also advised to align with evolving trends
