Well, supposedly he's played out of position.
His natural position is a striker, but more in the Henry mold, meaning he drifts from the flanks inwards, taking on defenders and scoring. At least, that's what he wants to and expects to do.
Not exactly happening, but in his defence, the couple of times he has forced his way successfully down the middle, he has put a couple of good shots and scored some nice goals.
So maybe he should be given the chance more to play as an out-&-out strkier in the lesser competitions?
He should meanwhile improve on his first touches and general ball control.
if that fails, he deserves to be shipped out.