This paper presents theoretical analysis of microstructure changes in the material during standard rolling and normalizing rolling of the 35x20 mm flat bars. The analysis was carried out by means of computer software Forge 2007® that is based on finite element method. Two cases of accelerated cooling during rolling process were considered. Numerical results of 35x20 mm flat bars rolling process allowed to determine the average recrystallized austenite diameter as well as basis energy and force parameters. Proposed modification of the 35x20 mm flat bar rolling technology with accelerated cooling results in the reduction of average austenite diameter, which could improve the strength of the final product.