Rashford has been badly coached/advised.
I am one of his biggest critics, but he definitely has some standout attributes...the trouble is we have ruined him by indulging his ego with this "wonderkid" nonsense and not just playing to his strengths.
The main problem, in my opinion, is that he constantly stops with the ball, or tries to get on the ball in deeper positions. Every time I have seen Rashford play well or do something good, it's when he is direct. He is incredibly quick and has some skills, plus he can finish.
If I was his coach, I would take the approach Lombardi (supposedly) took with Bart Starr. I'd say Marcus, you're an awful footballer, but if you do what I say, and only what I say, you can become one of the most effective in the world. I would say never, ever, ever, under any circumstances, do I want you showing infront of an opposition player for the ball. Every single run he makes should be forward, every time. Constantly be on the shoulder, constantly be running in behind. When you do receive it, your job is to head directly for goal. No stopping. No stupid flicks. No "flip-flaps". Just engage a defender, drop your shoulder, move the ball and run with purpose.
All I see now is a player who is constantly walking on the ball, trying to play a controlled, technical game that he does not possess.