J.C. Penney (JCP) is retreating after Maxim Group analyst Rick Snyder initiated coverage of the stock with a Sell rating in a note to investors earlier today. The retailer will "virtually" run out of cash by the end of fiscal 2013, estimated the analyst, who set a $10 price target on the shares. However, the company does have a few hundred million dollars of assets it can monetize to stay afloat longer, he added. Meanwhile, some investors believe that J.C. Penney's real estate holdings are worth $200-$250 per square foot, when they're actually likely to fetch less than $100 per square foot on the open market, Snyder estimates. Furthermore, the retailer will face several new challenges if it abandons its "every day low value" concept and starts offering traditional promotions, he believes. In mid-morning trading, J.C. Penney fell 41c, or 2%, to $19.40.