Businesses do not set their share price, the market does.
the seller does.
And when the seller puts their stock on sale, it's because they believe the stock is going to go down (even more) in the future.
Or a bunch of other reasons: They are forced to sell to meet a margin call. They are irrationally fearful. They need to sell to afford their next yacht. They are rebalancing their portfolio.
both buyers and sellers determine the price... thats kind of the definition of market