This research is motivated by a real world production scheduling problem in a continuous manufacturing system involving multiple objectives, multiple products and multiple processing lines with various inventory, production and quality constraints. Because of the conflicting objectives, a global optimization approach is considered as not feasible by the plant management. Given a customer demand forecast, two practical heuristic or sequential optimization algorithms are developed to generate daily production schedules for two primary objectives: minimize shipment delays (pull-backward procedure) and minimize average inventory levels (push-forward procedure). A third heuristic algorithm (reduce switch-over procedure) which is based on the current management practice is also developed to serve as a benchmark. A factorial experiment was performed to evaluate the performance of the heuristic procedures and to identify factors that might affect the performance differences among heuristics. Since each heuristic is designed to give priority to one of the three conflicting objectives, none of them is absolutely superior to the other algorithms in all aspects. However, the first two heuristic procedures performed better than the current management practice in shipment delays and average daily inventory. The production schedules generated by the two procedures also satisfy the quality constraints. The experimental results also showed that the performance of the algorithms is significantly affected by product mix, inventory levels, and demand pattern.