ANALISIS SWOT DAN PERAN GENDER DALAM UPAYA PENGEMBANGAN BISNIS OLAHRAGA PADA BLACK HORSE BOXING CAMP, KABUPATEN CIKAMPEK

Abstract

This study aims to analyze the business development strategy of Black Horse Boxing Camp (BHBC) in Cikampek Regency through a SWOT analysis and to examine the role of gender in supporting the organization's growth. A descriptive qualitative approach was employed, with data collected through in-depth interviews, observation, and documentation, and analyzed using the SWOT matrix. The results show that BHBC's main strengths lie in its complete facilities and well-tested training programs, while its weaknesses include limited promotional activity and a shortage of female staff. Opportunities arise from growing public interest in boxing and the expansion of women's boxing championships, whereas threats include negative stigma toward boxing and competition from rival boxing camps. Women's involvement as trainers, marketing staff, and administrators has been shown to expand market reach, improve member comfort, and strengthen the organization's inclusive image. The study concludes that integrating SWOT analysis with a gender perspective can generate more effective business development strategies, enhance competitiveness, and support the long-term sustainability of BHBC.