Woolworths - the day after

Plenty of doom and gloom being written up about Woolworths today.  Their shares are down another 2% after yesterdays 10% slide.  Plenty of analysts with "underperform" ratings.

Few points to note:

• The share price has fallen through $24 reaching an intra-day low of $23.95.  This is its new 52 week low.
• Dividend yield ticking up to 5.8%.  
• PE ratio around 14.  Could this be a bit high considering the chaotic state of affairs?

Elizabeth Knight writing for Fairfax sums it all up by saying "It is rare to see a blue-chip company – especially one with such quality assets – in such a continuous muddle.
But it is hard to see how sanity can prevail until a new chief executive is appointed, and he or she gets to place fresh eyes on the strategy, its execution and its timing."

From a charting perspective, mycharttrades has pencilled in a support line of $23.  Should $23 be broken then they feel that prices will be making "lower lows."