He's rewlly frustrating because as you say, he's a big powerful guy with then of pace, a blistering shot and when presented with a chance can stick the ball in the net in 18 yard box.
Just look back back to how he tore Germany apart in WC for Italy playing as a lone striker, was like watching Drigba in his prime.
In 5/6 years time he could well be looking back at a career of just what might have been.
Yes he's never going to be running around without the ball like some other players but if he would just learn when to make runs in behind and offer movement off the ball he could easily have walked into our team the last 2 years. Sturridge is a perfect example. Often cited as lazy, he's not really, he just doesn't press off the ball as much as others before him, but when we're on the ball he offers that movement to open up space.
He seems to always want the ball to feel no matter where he is and will stand there into someone gives it to him then he'll be interested. He'll drop too deep at times to get involved which is fine if his link up play if up to scratch but often it's not. What he needs to do is be a focus point up top but be looking to make runs in and behind defenders as he has the pace and power.