The BlackBerry Limited (BBRY) roller coaster ride continues, with the company touting its news products and services, such as the Passport, in hopes of its turnaround picking up momentum.

But there’s a big difference between saying and doing, and this is where the line is clouded for the John Chen led company.

Credit Suisse is not on board with what the company is doing, downgrading BBRY to “underperform” and setting a 12-month target price of $6 earlier this week.

Analyst Kulbinder Garcha doesn’t like the direction the company is headed, noting that SG&A expenses have taken a nosedive despite the fact that smartphone sales have increased.

Competition Putting the Clamps on BBRY

BlackBerry has nobody to blame for its troubles but itself. That said, the competition isn’t exactly making things easier on the struggling company, with the likes of Apple (AAPL) turning up the heat. Even with the success of the Passport, BlackBerry has been overshadowed by the release of the iPhone 6 (both the good and bad news).

What Does the Future Hold?

For a company that has been as battered as BBRY, a downgrade like this is enough to get any investor thinking about the long-term future. With hardware profits difficult to project and competition that never sleeps, analysts and commentators continue to toss around the idea that BlackBerry would be best off selling itself.

BBRY is currently trading around $9.50, after dropping 10% in the past three months. Credit Suisse doesn’t feel the company’s turnaround plan is taking off, which has led to a downgrade with a target price of $6. If BBRY shares continue to fall, or worse yet set a new 52-week low, the hole may be too big to dig out of.

As of this writing, Chris Bibey did not hold a position in any of the aforementioned securities.